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Victoriaʼs Secret is a well-known brand of high-quality underwear for women. However, the brand was originally designed to attract the male audience. The first boutiques opened in California in 1977. They were similar to clubs where men could entertain themselves and buy luxury underwear for their ladies.

Five years later, the business began to make a profit of up to $7 million a year. However, it wasn't expanding, so the founder of the brand, Roy Raymond, decided to sell his invention for a million dollars.

In 1986, the new owner, Leslie Wexner, introduced serious changes to the company’s approach: he made the brand more appealing to women. As a result, the number of the boutiques increased to 100. During the 1990s, the income of Victoria’s Secret reached one billion dollars and later the brand launched an exclusive line of make-up and perfume.

The Victoria's Secret Fashion Show debuted in 1995. It featured some of the world's leading supermodels. The ‘angels’ appeared on the catwalks with giant wings behind their backs. This image has become the brand’s iconic look.

Yet new times bring new challenges. Recently, more and more women are choosing comfort over beauty but Victoria’s Secret tells us: if you want to look like an angel, you have to starve. So, critics have begun to blame the brand for its harmful influence on some teenage girls and women.

In 2018, the ex-president of the company, Edward Razek, mentioned that he didn’t want to see transgender or plus-size models in the show. This offending remark caused a lot of criticism. Razek apologised afterwards, but the public reaction has damaged the brand's image forever.

The demand for Victoriaʼs Secret underwear has recently fallen and more than 50 stores have closed down. Today, the brand has to make a hard choice: it either restarts or becomes a part of history.