Victoria’s Secret is giving a boost to another up-and-coming designer label. The retail giant will be offering two sets from the Turkish brand Else Lingerie beginning in September.
Both are from the fall release in Else’s Chevron collection of directional (literally!) silk lingerie featuring geometric chevron striping.
Victoria’s Secret will be offering the black/ivory corselette bra and suspender thong (above) and the bronze/ivory triangle bra and high-waist brief (below) from Else.
Else Lingerie is a luxury intimates label based in Instanbul and led by designer Ela Onur. They also offer a more youthful diffusion line, Something Else, which we profiled recently.
The move will undoubtedly accelerate Else’s business growth, and it’s an interesting move for Victoria’s Secret too.
The retailer has provided a distribution channel to other small lingerie labels in the past, although sometimes offering designer brands in a limited number of its U.S. stores. And, for reasons that have never been clear, a retail partnership with the Italian luxury brand Intimissimi ended more than a year ago.
More recently, VS has partnered with dozens of private brands in swimwear and clothing niches where it doesn’t offer its own branded items — suggesting a growing willingness to use its catalogues and rack space for other brands that complement its own inventories.
Could Else’s good fortune signal more opportunities for smaller lingerie labels? Stay tuned!