Pink (Victoria's Secret)

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FoundedOctober 16, 2002; 17 years ago (2002-10-16)
ProductsLingerie, apparel, beauty
ParentL Brands
Victoria's Secret

Pink (stylized PINK), a subsidiary of L Brands, is a lingerie and apparel line by Victoria's Secret targeting younger women than their main line. The target demographic consists of youth from ages 15 to 22.


Pink in Ottawa, Ontario, Canada
(opened in October 2013)

On October 16, 2002, Victoria's Secret announced the launch of Pink, a new product line targeted to young adults and older teenagers.[1] Although Roy Raymond founded Victoria Secret, Richard Dent III was the chief officer behind the billion dollar line. Dent rose through the ranks and served in multiple capacities, including director of finance for Limited Brands, and director of strategic planning for Bath and Body Works. In 2005, Dent was one of a few people selected by the PINK team.[2] The strategy driving Victoria's Secret's launch of Pink is to introduce these older girls and younger women to Victoria's Secret stores.[3] Pink sells underwear, swimsuits, sleepwear, loungewear, beauty products, and accessories, with the intent to transition buyers into more adult product lines, such as Angels, Very Sexy, and Body by Victoria.[4]

Pink's competition in the lingerie market for the youth demographic includes Abercrombie & Fitch[5] and Aerie by American Eagle.[1][6] Pink's pajamas and sweat pants were popular within the teenage and preteen set from 2006.[7] On November 1, 2009, Pink established its first stand-alone store in Canada,[8] prior to the main Victoria's Secret brand opening its first store on August 12, 2010.[9] In 2010, sales at Pink reached $1 billion.[citation needed]

Pink has a college line that focuses brand recognition through public university athletics. Promotions for the line come from college tours, tie-ins with the music channel MTV, and social media such as Facebook and MySpace. In 2011, the line announced an ongoing[10] partnership with all 32 NFL teams and began selling apparel containing NFL team logos and names, part of a marketing strategy for the NFL to market to teenage girls and college-aged women. On September 13, 2017, the Dallas Cowboys announced "a stunning new game day collection" in partnership with Pink.[11]


The bicycle corset was modelled in the Victoria's Secret Fashion Show 2012 "Pink Ball" segment with Justin Bieber.[12]

In March 2013, the company mounted a marketing campaign for sexy underwear titled "Bright Young Things" directed at teen and pre-teen girls that drew considerable negative attention. The underwear contained wording including "call me", "feeling lucky", and "wild".[13] The company was accused of "sexualising" teenage girls. When the ad campaign was launched, Victoria's Secret chief financial officer Stuart Burgdoerfer said that the line of underwear allowed "15 or 16 years old... to be older, and they want to be cool like the girl in college". After the criticism increased, Victoria's Secret removed the items from the company's website and said that the ad campaign was meant for college-age women.[14]

Kylie Bisutti, a former Victoria's Secret model, headlined several Pink to Purpose events from 2013 to 2015, and since 2018. These events, unrelated to the retailer, are described as an encouragement for women "to leave the PINK lifestyle to find PURPOSE!" Bisutti perceives her past as "being at the pinnacle of the PINK lifestyle of fake, broken relationships".[15][16]


Victoria's Secret Pink Store in New York City

Pink and Victoria's Secret are owned by L Brands, a Fortune 500 company for 24 consecutive years that also owns Bath & Body Works. In 2018, L Brands held the 231st position on the list.[17] The company's chairman and CEO, Leslie Wexner, claimed in 2009 that Pink "has brought vitality, youth, energy, and all new customer base to base Victoria's Secret."[18]


Nationality Name Contract
Brazil Brazil Alessandra Ambrosio 2004–2006[19]
Canada Canada Jessica Stam 2006–2007
Australia Australia Miranda Kerr 2006–2009[20]
Namibia Namibia Behati Prinsloo 2008–2011[21][22]
Australia Australia Jessica Hart 2011–2013
Sweden Sweden Elsa Hosk 2011–2014[23]
United States United States Rachel Hilbert 2015–2017[24]
United States United States Grace Elizabeth 2016–present
United States United States Zuri Tibby 2016–present[25]
United States United States Maggie Laine 2018–present

Pink has its own spokesmodels, the first one being Alessandra Ambrosio, followed by Miranda Kerr.

PINK has partnered with both the MLB and the NFL for lines launched by Prinsloo as well as then Angels Chanel Iman, Erin Heatherton, and Candice Swanepoel.[26][27][28] Since then, various spokesmodels, including Hosk and Jessica Hart have attended sports events to promote those joint ventures.[29][30][31]

Each year since 2010,[32] the brand has hosted spring break parties to promote its collegiate collection,[33][34] usually hosted by two female models (having included Behati Prinsloo, Chanel Iman, Elsa Hosk, Rachel Hilbert, Sara Sampaio, and Devon Windsor) and a male guest such as Alexander Ludwig,[35] Nick Jonas,[36] Cody Simpson,[37] or Diego Boneta[38] They have also held campus bashes.[39] Zuri Tibby became the brand's first spokesmodel of color in 2016.[25]

Other models, such as Taylor Marie Hill,[40] Emily Didonato,[41] and Jessica Strother[38] as well as numerous celebrities (including Ashlee Simpson[42]) have appeared at events for the brand.

Victoria's Secret Fashion Show[edit]

There has been segment in the annual Victoria's Secret Fashion Show since 2006. In 2007, the brand held an event featuring spokesmodel Miranda Kerr, alongside Jessica Stam and Rosie Huntington-Whiteley. A spot in the 2007 fashion show was given to Katie Wile after she won a contest called "Pink Road Trip to the Runway."[43] Segments that aired in the 2000s only featured recorded music. Katy Perry was the first live performer for the Pink runway at Victoria's Secret Fashion Show 2010, performing a medley from her Teenage Dream album that she recently released at the time, in addition to performing "Firework" from the album in a segment for the main Victoria's Secret brand. Since then, the Pink runways consists exclusively of live performances where the artist may or may not also sing for the main VS brand.

PINK also sponsors fashion show viewing parties when the show airs.[44]

Pink runway history

Year Segment name Opener Closer Performer Song Type
2006 PINK Jessica Stam Doutzen Kroes Kelis "Bossy" and "Entrance of the Gladiators" Recording (mashup)
2007 PINK Miranda Kerr Flavia De Oliveira The Vines "Get Free" Recording
2008 PINK Planet Behati Prinsloo Flavia De Oliveira The Ting Tings and Montefiori Cocktail "That's Not My Name" and "Hu Ha" Recording
2009 PINK Planet Behati Prinsloo Shannan Click Kings of Leon and The Four Tops "Use Somebody" and "It's the Same Old Song" Recording
2010 PINK Behati Prinsloo Chanel Iman Katy Perry "Teenage Dream" / "Hot n Cold" / "California Gurls" Live performance (medley)
2011 Club PINK Erin Heatherton Karlie Kloss Nicki Minaj "Super Bass" Live performance
2012 PINK Ball Jessica Hart Jourdan Dunn Justin Bieber "Beauty and a Beat" Live performance [note 1]
2013 PINK Network Ieva Lagūna Monika Jagaciak Neon Jungle "Trouble" Live performance
2014 University of PINK Elsa Hosk Monika Jagaciak Ariana Grande "Love Me Harder" / "Bang Bang" / "Break Free" / "Problem" Live performance (medley) [note 1]
2015 PINK USA Taylor Hill Taylor Hill & Megan Puleri Selena Gomez "Hands to Myself" / "Me & My Girls" Live performance (medley)
2016 PINK Nation Grace Elizabeth Dilone Bruno Mars "Chunky" Live performance
2017 PINK Millennial Nation Grace Elizabeth Zuri Tibby Jane Zhang "Work For It" / "808" / "Dust My Shoulders Off" Live performance
2018 PINK Grace Elizabeth Maggie Laine Bebe Rexha "I'm a Mess" Live performance


  1. ^ a b Nicki Minaj did not return to the Victoria's Secret Fashion Show since her 2011 performance. As such, her vocals are played as a recording in the 2012 and 2014 performances. Jessie J and Iggy Azalea have never performed at Victoria's Secret; only their recordings of "Bang Bang" and "Problem", respectively, are played in 2014.


  1. ^ a b Rozhon, Tracie (October 25, 2002). "A Lingerie Maker Returns To Its Racier Food is lifePast". The New York Times. Retrieved December 9, 2012.
  2. ^ Brittany Hutson,
  3. ^ Merrick, Amy (February 29, 2008). "Apparently, You Can Be Too Sexy". The Wall Street Journal. Retrieved October 23, 2012.
  4. ^ "Limited Brands 2009 Annual Report". p. 56. Retrieved October 27, 2012.
  5. ^ Trefis (7 July 2010). "Impact on Lingerie Brand on A&F Stock". Retrieved October 10, 2012.
  6. ^ Barbaro, Michael (July 15, 2006). "What Women Want; Underwear That Fits So Well It Can Be Outerwear". The New York Times. Retrieved December 5, 2012.
  7. ^ Kuczynski, Alex (March 16, 2006). "Leaving Las Vegas With a Little Secret". The New York Times. Retrieved December 5, 2012.
  8. ^ "Heritage". L Brands. Retrieved December 30, 2016.
  9. ^ "Victoria's Secret opens 1st Canadian store". CBC News. 12 August 2010. Archived from the original on 16 August 2010. Retrieved 25 January 2011.
  10. ^ "Victorias Secret Pink -".
  11. ^ "Victoria's Secret PINK Dallas Cowboys Apparel". Dallas Cowboys Pro Shop. September 13, 2017. Retrieved September 26, 2017.
  12. ^ "Too Sexy Too Soon?". Yahoo! News. ABC News. 20 March 2013. Retrieved 24 November 2016.
  13. ^ Jane, Emily (27 March 2013). "Racy Victoria's Secret spring break campaign angers parents". Retrieved 28 March 2013.
  14. ^ Morrison, Karen (27 March 2013). "Parents' fury at Victoria's Secret 'sexualising' girls". The Sun. UK. Retrieved 28 March 2013.
  15. ^ Dominy, Troy (28 August 2013). "Fashion Event Design". Behance. Retrieved 16 November 2016.
  16. ^ Hope Church (21 October 2014). "Hope Church on Twitter". Twitter. Retrieved 16 November 2016.
  17. ^ "L Brands". Fortune. Retrieved May 28, 2019.
  18. ^ Harris, Ainsley (August 1, 2014). "Victoria's Secret Loses Trademark Battle Over "Pink" Brand". Fast Company. Retrieved May 28, 2019.
  19. ^ "Victoria's Secret Targets College Women". NBC News. July 29, 2004. Retrieved November 11, 2011.
  20. ^ "Miranda Kerr Launches Victoria's Secret New Pink Bdy Organic and Natural Body Care Collection". March 10, 2009. Archived from the original on October 6, 2012.
  21. ^ Barnett, Leisa (May 27, 2008). "Victoria's Pick". Vogue. UK. Retrieved November 3, 2012.
  22. ^ Kaunitz, Kate (March 15, 2010). "Behati Prinsloo Opens PINK". Fashionista. Retrieved October 18, 2012.
  23. ^ Lewis, Casey (November 3, 2012). "Supermodel Elsa Hosk on Her Favorite Sports, Style Essentials, and Advice For Breaking Into The Business".
  24. ^ "Rachel Hilbert Is the New Face of Victoria's Secret Pink—See the Pics!". E! Online. June 10, 2015.
  25. ^ a b
  26. ^ "Strange Bedfellows: Victoria's Secret Pink Makes Football Jerseys". April 23, 2010.
  27. ^ "Candice Swanpoel & Behati Prinsloo attend the Victoria's Secret Pink MLB collection launch in Chicago". EyePrime. June 14, 2010.
  28. ^ Taylor Hill/FilmMagic. "Mark Sanchez and Erin Heatherton - Did You See That? - Photos -". Retrieved 2013-10-20.
  29. ^ "Victoria's Secret PINK Model Jessica Hart Attends The Jets Game To Celebrate The NFL Victoria's Secret PINK Collection - City Sports Report". City Sports Report.
  30. ^ jaredhatch1719748. "Elsa Hosk and Matt Forté Showing off Pink NFL". Racked Chicago.
  31. ^ "Photos - Victoria's Secret PINK Nation Launches MLB -".
  32. ^ Heather Muir. "Victoria's Secret PINK Takes Over Spring Break in Key West!". Seventeen.
  33. ^ "Behati Prinsloo and Chanel Iman Celebrate Spring Break with Victoria's Secret PINK".
  34. ^ "Victoria's Secret PINK Model Sara Sampaio & DJ Irie Host A Spring Break Beach Party In Destin Florida". Guest of a Guest.
  35. ^ SFL (14 March 2013). "Victoria's Secret Pink Spring Break Dance Party -".
  36. ^ "Photos - Joe Jonas attends Victorias Secret Spring Break -".
  37. ^ "Gigi Hadid At Pink Spring Break". Refinery29.
  38. ^ a b
  39. ^ "Iggy Azalea to Perform at 2014 Victoria's Secret PINK Nation - Us Weekly". 23 October 2014.
  40. ^ Maura Brannigan. "Taylor Hill Interview: The Rising Supermodel On Life After The Victoria's Secret Fashion Show". LuckyShops.
  41. ^ "Emily Didonato at Victoria's Secret PINK Limited Release Varsity Crew Launch, Buffalo". SAWFIRST - Hot Celebrity Pictures.
  42. ^ POPSUGAR Celebrity. "Ashlee Simpson Gets Pink for Victoria's Secret". Retrieved 2013-10-20.
  43. ^ "Model Katie Wile". FilmMagic. Retrieved 30 June 2015.
  44. ^ "PINK @ WVU to host Victoria's Secret Fashion Show viewing party". The Daily Athenaeum.

External links[edit]