Victoria’s secret is out: The lingerie brand is joining the metaverse, according to a series of new trademark filings reviewed by trademark attorney Mike Kondoudis. Soon enough, downloadable virtual goods, NFTs, and virtual retail services and entertainment are expected from Victoria’s Secret. Digital renditions of its bras and underwear will presumably dress an avatar within the brand’s virtual space.
Nike, Adidas, and New Balance have already joined the metaverse, offering similar digital clothing and experiences — yet it’s fair to point out that none of them offer virtual intimate apparel. Victoria’s Secret could be the first large-scale lingerie retailer to enter the metaverse, beating out competitors like Rihanna’s Savage x Fenty brand that have been praised for their inclusivity (something long lacking from the mall store). This digital expansion could be a chance for Victoria’s Secret to model diversity — something it's only just started to do by offering larger sizes and hiring plus-size models — and it’s worth asking who the target demographic is for online-only lingerie.
