ThirdLove Trumps The Old Ways Of Victoria's Secret
Start writing a post

Heidi Zak, CEO Of ThirdLove Lingerie, Spoke Out Against The Victoria's Secret 'Fantasy' & I'm Living For It

The Victoria's Secret fashion show may be a "fantasy," but we're living in reality.


For years, people have found faults with Victoria's Secret and their annual fashion show as it continuously objectifies women; not to mention that they only hire thinner models, only representing a small spectrum of all women (Disclaimer: Thin women are still women. This is in no way a means of body shaming anyone).

While the television airing of the annual Victoria's Secret fashion show is approaching, the household lingerie company has been criticized for its portrayal of women — recently more than ever.

In an interview with Vogue to promote the annual fashion show, Victoria's Secret CMO Ed Razek stated that "[the company] attempted to do a television special for plus-sizes [in 2000]. No one had any interest in it, still don't." Not only did he dig at the 68% of plus-sized women in America, but he also decided to dismiss transgender women as well. "It's like, why doesn't your show do this? Shouldn't you have transsexuals in the show? No. No, I don't think we should. Well, why not? Because the show is a fantasy."

Razek really isn't helping the case of the company, whose sales rapidly declined in the past year. The only thing the company still has going is this fashion show, and if there's no change in branding soon, Victoria's Secret could ultimately suffer.

Victoria's Secret "angels" at the 2016 Victoria's Secret fashion show in Paris, France.

Among the many critics against the once iconic lingerie brand, which was founded in 1977, is ThirdLove CEO Heidi Zak. Zak not only penned an incredibly honest open letter to Victoria's Secret. She also decided to purchase a one-page ad in the New York Times to print that very letter. In the letter, Zak goes on to explain why Victoria's Secret's "male-fantasy marketing tactics, un-inclusive sizing and discriminatory culture" is outdated and why it has inspired antithesis brands like her own to grow in the market.

"Your show may be a "fantasy" but we live in reality. Our reality is that women wear bras in real life as they go to work, breastfeed their children, play sports, care for ailing parents, and serve their country," penned Zak.

Heidi Zak's open letter to Victoria's Secret in The New York Times.ThirdLove / Instagram

ThirdLove, founded in 2013, is an all-inclusive lingerie brand that caters to all women regardless of their shape, size, age, ethnicity, gender identity, or sexual orientation.

ThirdLove plus size campaign.

"This shouldn't be seen as groundbreaking, it should be the norm," Zak says of her brand. All women are women. Inclusivity is not a trend, but the standard.

"Your show may be a "fantasy" but we live in reality. Our reality is that women wear bras in real life as they go to work, breastfeed their children, play sports, care for ailing parents, and serve their country."

Amid the viral New York Times ad, Victoria's Secret has already replaced their CEO. The ThirdLove letter is not the sole reason for the change; however, it did shed a light on the changes in company culture that to be made to communicate better to the modern consumer. Jan Singer, the current CEO of Victoria's Secret, is being replaced by John Mehas, current President of Tory Burch.

Maybe it's time to let the old ways of exclusivity and the "male-fantasy" die.

Report this Content
This article has not been reviewed by Odyssey HQ and solely reflects the ideas and opinions of the creator.

Slavery Was NOT Abolished

Jeevti from Pakistan would like to tell you so herself.


Unfortunately, at this time of year, we tend to overlook how incredibly blessed we are. We live in a free world, where we should not have to fear being penalized for our gender, sexual orientation, beliefs, or values. This is a fact we take for granted; in many other countries, simply being born female makes you an immediate target.

Keep Reading... Show less
Melisa Im

My Ethnicity

Hispanic is not a race... it’s an ethnicity. The term Hispanic describes a group of people whose common thread is language and/or culture. I’m a Hispanic woman born in Argentina to Korean parents. I self-identify as Hispanic/Latina and my personal experiences can’t be summarized by the color of my skin or the languages on my tongue. That is because every single person in the universe has a unique experience. Whether someone labels me as Korean or Argentine or American, that will never change my experiences as a Spanish speaker, immigrant, child of divorced parents, Californian, college graduate (Go Bears!), omnivore, writer, or any other label I choose for myself.

Keep Reading... Show less

When In Nashville

Here's some things you could do.

Kaitlyn Wells

I have had the opportunity to visit so many places in my lifetime, and recently one of those places was Nashville, Tennessee. There is so much to do and see in Nashville but here are some of my favorites that I would highly recommend.

Keep Reading... Show less
Your Work Week As Told By Michael Scott And Stanley Hudson

"The Office" is basically the best American TV show created in the past 15 years (you can fight me on this). And through all its hilarity and cringe-worthy "that would never happen in real life" moments, the show really does have a lot of relatable themes, as can be seen by the little compilation I put together of Michael Scott and Stanley Hudson.

Keep Reading... Show less
October Is Overrated, Let's Just Accept This Fact

I have never liked the month of October. I like the fall weather and the beginning of wearing sweaters in the crisp fall air, but I never associated this with the month of October.

Keep Reading... Show less

Subscribe to Our Newsletter

Facebook Comments