Victoria's Secret has partnered with French lingerie label Livy.
The lingerie giant will begin selling Livy collection items in its stores in New York and London as well as on Victoria's Secret website. The collection consists of see-through bras and lace panties with graphic patterns in black and strawberry-colored red. Described as 'sexy and fierce,' 'very sexy' and 'ultra sexy,' prices range between $50 and $500, for example, a leather bustier costs $350 while an embroidered kimono $490.
Founded in 2017 by Paris-based designer Lisa Chavy, Livy has been dubbed the 'new lingerie brand to know,' blending traditional and modern intricacies that push design boundaries and take fashion lingerie to the next level. Chavy was inspired by women in three cities, Paris, New York, and Los Angeles as well as her love of art and architecture.
'I love the way women make choices. The way they decide to live their life, fully, boldly. I created LIVY because I wanted to empower women's freedom. I wanted to create lingerie that would be more than lingerie - it's a lifestyle matching who they are,' Chavy said in a press release.
The new partnership with the French label is the first step by new CEO John Mehas and comes at a time when Victoria's Secret faces tough competition from other labels such as Rihanna's Savage X Fenty, American Eagle Outfitters Inc.'s Aerie and ThirdLove. It is seen as an attempt to revive the luxurious character of their own brand with the young French label whose popularity continues to grow.
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