After nearly 40 years in print, the Victoria's Secret catalog's reign is coming to an end. According to Racked, in 1997, the lingerie retailer saw a return of $661 million in mail-order sales from the distribution of 450 million catalogs. Fast-forward to 2015, and the megabrand cut back on the number catalogs sent out because the return was no longer worth it. The Victoria's Secret marketing staple since 1977 will cease to exist, but what did the pages of those early issues even look like?
Racked spoke with Leslie Wexner, founder of The Limited (the company that owns Victoria's Secret), about the famous catalog where top models have made appearances throughout the years. As the article notes, the catalog was intended for men who wanted to purchase gifts for their wives without having to feel uncomfortable about walking into a store filled with lingerie. In the late 1970s, the pages were filled with boudoir-inspired photography, featuring models posing in elaborate updos, long silk robes, and fur slippers. You have to see the vintage photos to get a sense of the time and the fashion that started it all for the giant retailer. Be sure to read more about the evolution of the iconic catalog at Racked.
Check out photos from the 1970s VS catalog below, and keep scrolling to shop our current-day picks.
A cute bralette to layer under tanks.
A lacy pair of boyshorts that feel super feminine.
An elevated sports bra in a neutral tone.
What is your favorite thing to shop for at Victoria's Secret? Tell us in the comments!
Opening Image: Desiree Navarro/Getty Images