Victoria’s Secret


Trademark attorney Josh Gerben said on Twitter that Victoria’s Secret has filed four new trademark applications with the US Patent and Trademark Office to sell “virtual underwear, shoes and fashion accessories,”.

According to documents reviewed by Business Insider, Victoria’s Secret also plans to create a trademark for “virtual goods retail store services” and “entertainment services.”

It is assumed that the brand will provide photos, videos, and possibly arrange virtual shows.

In 2019, Victoria’s Secret suspended its annual fashion shows, but new patent applications may indicate the brand’s desire to return to shows in a new format – already in the metaverse.


Business Insider has reached out to Victoria’s Secret for comment, but has yet to receive a response.

The world-famous lingerie brand, along with giants like Nike and Adidas , hastened to secure its future in the metaverse by laying out its rights in advance.

These patents may never be useful to the company, but many analysts think it’s smart to make decisions quickly so you don’t feel sad about lost opportunities later.

Representatives of Victoria’s Secret have previously stated that the brand plans to return the fashion show, but separately emphasized that the new format should be relevant.

“We are in no hurry to announce when it will be or how it will be, but in the coming years we will change it so that it is relevant to the overall socio-cultural agenda,” said Victoria’s Secret CEO Martin Waters last year.

Victoria’s Secret continued to promote the idea of ​​inclusivity in advertising a new collection of underwear

The Victoria’s Secret lingerie brand has moved to the side of inclusiveness – back in the summer of 2021, the company changed its global positioning, promising to inspire women from different walks of life and owners of forms not only of outdated model parameters.

This idea was embodied in a new advertising campaign for the Love Cloud lingerie line in sizes ranging from XS to XXL. In addition to the well-known Victoria’s Secret ambassadors (Hailey Bieber, Adut Akech and Paloma Elsesser), a pregnant girl , a firefighter from the Nez Perce Indian reservation, a heroine with a disability, the first open transgender model of the brand, a representative of the older generation, as well as a model with a Down Syndrome.

Victoria’s Secret Love Cloud Campaign video Presentation

As noted in Victoria’s Secret, the Love Cloud collection will be an important milestone in the evolution of the brand. Back in 2018, the brand’s marketer stated that the company would not cooperate with transgender people and plus size models.

The new campaign emphasizes that lingerie is suitable for everyone who feels like a woman. Victoria’s Secret will continue to promote these standards in its initiatives.

The brand previously announced plans to open a lingerie store in the metaverse – the company has registered trademarks for the sale of virtual accessories.