“In the old days, the Victoria brand had a single lens, which was called ‘sexy,’” Mr. Waters said. While that sold for decades, it also prevented the brand from offering products like maternity or post-mastectomy bras (not considered sexy) and prompted it to sell push-up sports bras (sexy, but not so popular). It also meant, he said, “that the brand never celebrated Mother’s Day.” (Not sexy.)
There are plenty of people who do, in fact, find motherhood seductive, but the myopia of the Victoria’s Secret lens was such that they were never acknowledged, let alone listened to.
“As a gay woman, I think a lot about what we think is sexy, and we are afforded the ability to do that, because I don’t have to wear the traditional sexy thing to be sexy and I don’t think the traditional thing is sexy when it comes to my partner or people I’ve dated,” said Ms. Rapinoe. “I think functionality is probably the sexiest thing we could possibly achieve in life. Sometimes just cool is sexy, too.”
Victoria’s Secret, which did finally introduce a Mother’s Day campaign last month and even featured a pregnant model, will soon begin selling nursing bras. It also said it would work with its new partners like Ms. Rapinoe and Ms. Chopra Jonas on product lines set to appear next spring.