Style & ShowbizFashion

Victoria's Secret 'cutting swimwear'

Victoria's Secret 'cutting swimwear'

Victoria's Secret is discontinuing its swimwear line, according to reports.

The lingerie giant's swimming costumes and bikinis have become just as popular as its underwear over the years and it was only recently the brand released its first ever directory for the pieces.

However, according to BuzzFeed News, Victoria's Secret is planning to step away from the waterproof garments and replace them with its new activewear clothing. An industry source told the website that the company "will be exiting out of all current inventory by the end of this year." These reports follow the brand's announcement that 200 jobs would be cut and "certain merchandise categories" would be eliminated in order to focus on more "core" areas earlier this month (Apr16).

In August 2015, Victoria's Secret reported low sales for swimwear due to neglecting fashion and producing overly complex swimsuits. Sharen Turney, who resigned as the head of Victoria's Secret earlier this year (16), shared how disappointed she was at the time, but noted the company did it to themselves.

Analysts from Citi have also reported on this, and in a note to clients on 8 April (16) they said that L Brands, Victoria's Secret's parent company, “will be eliminating swim from stores and online". This is because the category “had trended down over the last several years and management believes store space will be better used for VS Sport," though the analysts have yet to respond for comments.

If this goes ahead it will be a blow for the brand's models like Elsa Hosk, who recently landed the cover of the new swimwear catalogue. She was so stunned to be asked to grace the front page that she thought it was a joke at first, but loved every minute of being shot by photographer Guy Aroch.

Cover Media