Lingerie giant Victoria’s Secret has filed several trademark applications with the U.S. Patent and Trademark Office indicating that the company intends to sell virtual underwear, footwear, headwear, eyewear, bags, and fashion accessories, according to trademark attorney Josh Gerben.
Victoria's Secret is headed to the metaverse and has plans to sell virtual lingerie.
The company has filed 4 new trademark applications indicating that it intends to sell "virtual undergarments, footwear and fashion accessories." #VictoriasSecret #Metaverse pic.twitter.com/ZWt1b3kdIE
— Josh Gerben (@JoshGerben) February 14, 2022
The company also plans to host virtual fashion shows, according to the filing.
Victoria’s Secret was founded in the late 1970s by the late American businessman Roy Raymond and became the largest retailer of lingerie in the United States in the early 1990s.
The brand became a fixture in pop culture with the launch of its iconic annual fashion show, which attracted the world’s most famous models, including Claudia Schiffer, Heidi Klum, Gisele Buendchen, Tyra Banks and Candice Swanepoel.
After a 14-year run, the show was canceled in 2019 due to declining ratings and mounting criticism. The show’s cancelation was also accompanied by the resignation of marketing chief Ed Razek, who was responsible for selecting the models. Last year, the company also abandoned its scantily clad Angles in favor of a more progressive alternative, “VS collective.”
Victoria’s Secret had to revise its brand image after a series of controversies and became more inclusive.
A slew of metaverse-related filings
Gerben recently told Forbes that he expected virtually every major brand to become metaverse-ready over the next year:
I think you’re going to see every brand that you can think of making these filings within the next 12 months.
As reported by U.Today, fast-food chain McDonald’s, retail corporation Walmart and sportswear giant Nike have all filed their respective applications to offer products in the virtual world.
All of these companies are vying to win the metaverse race that was kicked into high gear by Meta in early November.