Victoria’s Secret, a brand synonymous with glamour and sophistication in the lingerie market, has a rich and transformative history. Founded by Roy Raymond and his wife, Gaye, on June 12, 1977, the brand was born out of a personal frustration experienced by Roy when he attempted to purchase lingerie for his wife at a department store. He found the experience awkward and the offerings unappealing, which prompted him to create a store where men could comfortably buy lingerie. The first Victoria’s Secret store opened in the Stanford Shopping Center in Palo Alto, California, and it quickly distinguished itself by offering a more refined and luxurious shopping experience.

During its early years, Victoria’s Secret filled a niche in the market that was largely untapped. At the time, the U.S. lingerie market was dominated by practical, mass-market items from brands like Fruit of the Loom and Hanes, which were typically sold in plain, utilitarian packs at department stores. Lingerie, considered a specialty item for occasions such as honeymoons, was mostly available in niche shops like Frederick’s of Hollywood, which had a more provocative and theatrical appeal. Raymond’s vision was to offer sophisticated and tasteful lingerie that evoked the elegance of the Victorian era, hence the brand name Victoria’s Secret. This approach struck a chord with consumers, leading to rapid expansion and the establishment of multiple store locations and a successful mail-order catalog.

In 1982, the brand took a significant turn when it was sold to Les Wexner, the founder of L Brands. Wexner revamped Victoria’s Secret, shifting its focus to appeal more directly to female customers. This rebranding involved updating the product lines with new colors, patterns, and styles that combined sexiness with sophistication, while maintaining an aura of European luxury. The stores and catalogs were redesigned to exude a Victorian charm, positioning Victoria’s Secret as a leader in the lingerie market. By the mid-1980s, the brand had become a major player, with a growing number of stores and a highly popular catalog, setting the stage for its future dominance in the intimate apparel industry.

Iconic Tom Jones in Victoria’s Secret Commercial

How to tell if Victoria’s Secret is vintage from the logo

Victoria’s Secret has undergone a few significant logo changes over the years, reflecting its evolution and rebranding efforts. Recognizing these logos can help determine the vintage nature of a Victoria’s Secret item. Below is a detailed guide to identifying the logos from different eras.

1972 to 2009 Victoria’s Secret logo

• The logo from this period features a classic serif font.
• The text is in a bold, uppercase style.
• The overall design has a traditional and elegant feel, reflective of the brand’s image during these decades.

1972 to 2009 Victoria’s Secret logo

2009 to now Victoria’s Secret logo

• The logo introduced in 2009 retains the serif font but with a more modern and streamlined look.
• The text remains in uppercase, but the lettering is slightly thinner compared to the previous version.
• This logo reflects the brand’s contemporary and upscale positioning in the market.

2009 to now Victoria’s Secret logo

How to tell if Victoria’s Secret is vintage from the tags

The evolution of Victoria’s Secret tags offers a fascinating glimpse into the brand’s history and its journey from a modest lingerie retailer to a global fashion powerhouse. Each era’s tags reflect the aesthetic and branding priorities of their time, providing key insights into identifying vintage pieces.

Need help with vintage tags or labels? Submit a picture on our vintage tag identification page, and we’ll assist you!

1990s vintage Victoria’s Secret tags

• Tags feature simple, elegant lettering, usually in black or dark ink.
• Commonly seen on soft, satin-like fabric tags.
• Often include the “Victoria’s Secret” name in a classic serif font.

1990s Victoria’s Secret tags

2000s vintage Victoria’s Secret tags

• Tags become more colorful, with the introduction of the PINK line.
• Use of bolder fonts and inclusion of size and care information on the same tag.
• Tags may have different shapes and are made from various materials like cotton or satin blends.

2000s Victoria’s Secret tags

2010s vintage Victoria’s Secret tags

• Modern and diverse tag designs, with continued use of the PINK sub-brand.
• Tags often feature additional branding elements, like logos or icons, and multiple colors.
• Greater variety in tag materials, with both printed and woven styles common.

2010s Victoria’s Secret tags