share

This might be your last chance to buy a Victoria's Secret bikini

The lingerie brand is reportedly closing its swimwear line

By Andrea Tim | Published: 25 Apr 2016

VS Swim to close
Photo: Victoria's Secret

Victoria's Secret will be closing its swimwear line by the end of this year, according to new reports. This is unexpected news, considering how much focus the brand has put on swimwear – the annual Swim special has made waves on social media over the past couple of years.

In an announcement earlier this month, Victoria's Secret said that it plans to focus on its core merchandise, restructuring the company to three business units – Victoria's Secret Lingerie, PINK and Victoria's Secret Beauty – and eliminating certain categories. What's more, the brand will no longer produce its iconic catalogues.

Buzzfeed confirmed with sources that the brand's swimwear line is one of the categories to be axed, and added that a note from Citigroup indicated that activewear will be focused on next.

Former Victoria's Secret CEO Sharen Turney, who left the brand two months ago, said in August last year during a drop in sales that "Swim has been my biggest disappointment, and we did it to ourselves."

If you've been holding off on buying that Victoria's Secret bikini, you'd better make a move now.

Related: Victoria's Secret model Erin Heatherton was told to lose weight


Most Popular

Advertisement

MORE, MORE, MORE

MFW AW17 Diary day 4

MFW AW17 Diary day 4

We're all for Bottega Veneta's romantic 40s-influenced shapes, and Jimmy Choo's Victorian-style fierce lace-up boots

Miss Universe MY 17

Miss Universe MY 17

"I've come a long way, I honestly never expected this because everyone here was so amazing"

Versace AW17 live

Versace AW17 live

Watch the Versace Autumn Winter 2017 runway show live from Milan Fashion Week

ELLE Instagram
Wanderlust charity

Wanderlust charity

Tengku Chanela Jamidah, Amelia Henderson and Heidi Nazarudin join the brand's founder Jenn Low in celebrating International Women's Day

LVMH 2017 shortlist

LVMH 2017 shortlist

Ten menswear designers, nine womenswear designers and two unisex collection designers were chosen

Advertisement
Best of Gucci AW17

Best of Gucci AW17

Highlights from the Gucci show include a glittery chainmail-like bodysuit, floral suits for both genders and Tom Hiddleston (for both genders)

Gucci AW17 live

Gucci AW17 live

Watch the Gucci Autumn Winter 2017 runway show live from Milan Fashion Week

Longines calendar

Longines calendar

An interactive calendar for every single day of the year takes you back to a Longines milestone

ELLE Instagram