You Won't Believe How Victoria's Secret Catalogues Looked in the '70s
After nearly 40 years in print, the Victoria's Secret catalogue's reign is coming to an end. According to Racked, in 1997, the lingerie retailer saw a return of $661 million USD in mail-order sales from the distribution of 450 million catalogues. Fast-forward to 2015, and the megabrand cut back on the number catalogues sent out because the return was no longer worth it. The Victoria's Secret marketing staple since 1977 will cease to exist, but what did the pages of those early issues even look like?
Racked spoke with Leslie Wexner, founder of The Limited (the company that owns Victoria's Secret), about the famous catalogue where top models have made appearances throughout the years. As the article notes, the catalogue was intended for men who wanted to purchase gifts for their wives without having to feel uncomfortable about walking into a store filled with lingerie. In the late 1970s, the pages were filled with boudoir-inspired photography, featuring models posing in elaborate updos, long silk robes, and fur slippers. You have to see the vintage photos to get a sense of the time and the fashion that started it all for the giant retailer. Be sure to read more about the evolution of the iconic catalogue at Racked.
Check out photos from the 1970s VS catalogue below, and keep scrolling to shop our current-day picks.