For decades, the name Victoria’s Secret has been synonymous with high-octane glamour, lacy push-up bras, signature logo straps, cozy loungewear, and an annual televised spectacle featuring the world’s most famous supermodels known as the "Angels." While the brand’s massive global empire has long dominated the mainstream underwear market, its dazzling runway shows and marketing campaigns have increasingly found themselves at the center of cultural and ethical debates. In recent years, public scrutiny has shifted away from the spectacle of the catwalk and toward deeper systemic issues, ranging from corporate governance controversies to broader concerns regarding diversity and inclusion.
Beyond the marketing imagery and high-profile headlines, sustainability watchdogs and ethical fashion experts are urging consumers to look closer at how these garments are actually made. According to comprehensive evaluations by sustainable fashion rating platforms, Victoria’s Secret continues to fall short on key environmental, labor, and animal welfare metrics, firmly cementing its status as a fast fashion giant in an industry increasingly called upon to reform its practices.
The core of the criticism lies in the brand’s sustainability performance, which has earned a "Not Good Enough" rating from editorial assessment systems. Independent reviews of public disclosures indicate that the company lags significantly behind modern environmental standards. Most notably, Victoria’s Secret does not appear to pay a living wage to the garment workers throughout its supply chain—a critical oversight given that the workforce predominantly consists of women who rely on these wages for a dignified livelihood.
Furthermore, the brand’s environmental commitments lack transparency and concrete action. Analysts point out that Victoria’s Secret has failed to provide verifiable evidence of measurable progress toward science-based targets aimed at reducing greenhouse gas emissions. Compounding this issue is the apparent absence of clear corporate targets designed to monitor and manage water usage across its complex global supply chain—a vital resource in textile production and manufacturing.
Material selection is another major hurdle for the company. Because the intimate apparel industry heavily relies on virgin synthetics such as polyester and nylon, alongside high percentages of elastane required to provide stretch and comfort, the use of lower-impact, sustainable alternatives is paramount. Yet, reviews show that Victoria’s Secret continues to utilize very few lower-impact materials, driving up the sector’s reliance on fossil-fuel-derived textiles.
At a structural level, the brand operates firmly within a fast fashion business model characterized by massive production volumes, rapid product drops, and frequent promotional discounting. Sustainability advocates have long warned that this high-turnover model is inherently unsustainable, directly fueling the global crises of textile waste, resource depletion, and consumer overconsumption.
While the company does exhibit some positive steps—such as partially tracing its supply chain down to final and secondary production stages, and implementing localized social initiatives aimed at empowering vulnerable women and girls—experts emphasize that these measures do not go far enough. Philanthropic or localized projects cannot offset the systemic lack of living wages or the broader environmental toll of a high-volume manufacturing model. For a brand of its immense global scale, critics argue that far greater transparency and accountability are required across the entire spectrum of people, planet, and animal welfare.
Fortunately, as consumer awareness shifts toward conscious consumption, the marketplace for ethical and sustainable intimate apparel has expanded dramatically. A growing number of independent brands are proving that luxury, comfort, and responsible manufacturing can coexist without compromising on design or ethics.
Danish label Underprotection has emerged as a prominent alternative, crafting underwear, loungewear, and swimwear exclusively from lower-impact materials such as organic cotton. The brand maintains a strict policy of partnering only with certified factories, operating under the philosophy that fair working conditions and living wages are fundamental human rights. Alongside its ethical manufacturing practices, Underprotection ensures that all product packaging is either fully recycled or biodegradable, offering its collections in an inclusive size range spanning from extra small to extra large.
In the realm of slow fashion, Belgian designer Murielle Scherre’s brand la fille d’O—translating to "the daughter of O"—has spent over two decades serving as an industry role model. Established in 2003 with the vision of prioritizing longevity over trends, the brand produces long-lasting garments locally while utilizing low-impact, non-toxic dyes. Furthermore, la fille d’O champions radical inclusivity, offering an expansive sizing structure that ranges from extra small to ten times extra large to accommodate diverse body types.
UK-based label Dora Larsen brings a vibrant, colorful aesthetic to sustainable sleepwear and lingerie. By intentionally operating with limited production runs, the brand actively minimizes textile waste while incorporating a high proportion of eco-friendly materials into its collections. Similarly, US-based brand Subset—formerly known as Knickey—has carved out a reputation for producing some of the market’s finest organic cotton undergarments within Fairtrade-certified facilities. Taking its environmental stewardship a step further, Subset has partnered with a New York City non-profit organization to establish an old undergarment recycling initiative. By transforming discarded fibers into insulation and rug pads, the brand helps divert textile waste from landfills while offering consumers a closed-loop pathway for their wardrobe updates.
Portugal-based ColieCo takes a personalized approach to intimate apparel, utilizing a handmade-to-order manufacturing process to create premium lingerie, underwear, and swimwear. Among its standout offerings are garments crafted from ultra-soft, organically grown bamboo silk. In Italy, CASAGiN designs apparel specifically for consumers looking to integrate sustainability into their everyday wardrobes, maintaining a transparent supply chain and eco-conscious production standards.
Other European labels, such as Brighton-based Ayten Gasson, focus heavily on local craftsmanship and heritage preservation. Designer Ayten Roberts is dedicated to supporting the domestic UK manufacturing sector, sourcing materials from local lace mills and printers, and notably incorporating upcycled vintage Nottingham lace into her luxury handmade collections. In Los Angeles, Proclaim manufactures bras, underwear, and basics using responsible alternatives like TENCEL and recycled plastic bottles. Proclaim builds inclusivity into its core identity by offering designs in multiple shades of nude, while also ensuring that workers in its California factory earn living wages through regular supplier oversight.
Additional alternatives span across various specialized categories of intimate wear and loungewear. Italian label HERTH focuses on organic silk womenswear and lingerie featuring timeless silhouettes and a fully traceable supply chain. US-based Printfresh, founded by textile designer Amy Voloshin and her business partner Leo Voloshin, offers plant- and animal-inspired sleepwear collections created within a majority woman-owned framework. For swimwear seekers, Natasha Tonic utilizes antimicrobial and UV-resistant hemp-based fabrics that are hand-printed to ensure unique, ocean-friendly designs. Meanwhile, Mighty Good Basics delivers GOTS-certified organic cotton and Fairtrade basics for both men and women, utilizing renewable energy throughout its supply chain operations to minimize its environmental footprint.
As awareness surrounding the environmental and social costs of fast fashion continues to grow, consumers looking to refresh their wardrobes are increasingly equipped with viable, ethical alternatives that align their personal style with their values.
