Victoria’s Secret’s subsidiary, Pink, was a 2000s household name. Founded in 2000, the brand was meant to attract a younger audience than its Victoria Secret counterpart. Their clothing and underwear were seen as comfortable, stylish, colorful, and youthful which attracted many young women to the brand. Matching sweat suits with Pink bedazzled across the behind, fold-over yoga pants, and a little dog logo were all aspects of the infamous Pink designs. Celebrities such as Paris Hilton, Kim Kardashian, and Lindsay Lohan have been spotted wearing a matching set from Pink.
It seems as though Victoria’s Secret Pink has noticed the decline in sales and has decided to rebrand itself with a Y2K collection. This collection is Y2K inspired and seems to piggyback off of their old styles. The early 2000s was a very successful time for the company and its designs continue to flourish.
Around my time in middle school, I can remember the popularity of people wearing the Pink brand. A Pink sweat suit with sequins and a pair of Ugg boots was an outfit that I saw every day in class. Although the prices seemed a bit astronomical, young girls were in love with the brand and continued to purchase. Once I reached high school, there seemed to be a decline in sales as people started to lean more toward an athleisure look rather than a relaxed look. Pink attempted to keep up with the ever-growing and changing fashion trends but was not necessarily successful. During this time, young women also found more affordable and size-inclusive options for undergarments.
With the trendy nature of Y2K, it was a smart business decision to bring back the old styles that people love. The new collection consists of fold-over yoga pants with a decorative band and a multitude of loungewear with the infamous dog. The rebranding of this company can bring back consumers who never stopped loving the original concept of Pink.