When the popular women's underwear chain Victoria's Secret decided to branch out into selling other apparel, it created a new brand called MODA International. The name was first trademarked in early 2009, and clothes began appearing in stores and online later that year. Though the clothing options were popular among some customers, Victoria's Secret decided to discontinue the MODA International line in 2014 and shift its focus almost completely to undergarments and perfume. The brand has kept some loungewear on its shelves, but it now manufactures all of its clothing under its Victoria's Secret monikers.
Husband and wife Roy and Gaye Raymond founded Victoria's Secret in San Francisco in 1977, and the company revolutionized the women's lingerie market. It originally focused on a more mainstream option for men to buy undergarments for the women in their lives. After it was sold to The Limited in 1982, the brand underwent a major strategy change and was geared directly toward women instead. The company really found its niche when it started opening stores in malls across the country, and its stores accounted for more than one-third of the overall lingerie purchases across the country by 2006. Today, Victoria's Secret operates about 1,000 stores worldwide.
MODA International represented Victoria's Secret's attempt to compete in contemporary and stylish apparel in a number of different categories. In tops, you could find blouses, tees, tanks, halter tops, lace tops, croptops, and more. Many of the items were designed for everyday wear, while others still brought in the sexy vibe the retailer is best known for. More risqué garments included bustiers, slips, corsets, and lingerie. Sweaters and cardigans were available for a little added warmth, and you could also find jackets in several different weights--including trenches, peacoats, puffer coats, and more.
In dresses, MODA International featured styles like fit-and-flare, bodycon, halter, wrap, strapless, and maxi dresses for a range of different occasions. The brand's bottoms included yoga pants, lounge pants, palazzo pants, and leggings, as well as slightly dressier trousers and chinos. Skirts and shorts were also popular options for warmer weather and were available in several different styles and lengths. Loungewear and activewear included products like sweatsuits, hoodies, workout tops, and more. In swimwear, you could find plenty of coverups, as well as a few accessories. Other products beyond regular clothing included hats, scarves, gloves, belts, and more.
Victoria's Secret has gone through several different phases when it comes to the way in which it targets various demographics. MODA International represented a period in the company's history when it sought to break out of its pigeonhole and prove that it could viably compete with other retailers beyond the lingerie market. Unfortunately, it was difficult for the retailer to market the brand's apparel and to stock it in stores, which contributed to its eventual demise. Still, MODA International clothes are available via consignment, and the brand has maintained an excellent reputation for quality and style. We give MODA International 4 stars out of 5.
- Established 2009
- Contemporary women's apparel
- Sold at:
- Victoria's Secret stores and online
- Types of items:
- Blouses, tanks, tees, croptops, camis, halters, bustiers, corsets, lingerie, dresses, skirts, loungewear, trousers, chinos, leggings, workout pants, activewear, shorts, jackets, sweaters, cardigans, accessories
- Related brands:
- Victoria's Secret, Pink