Updated on February 2, 2019
An online petition created in 2017 asked Victoria’s Secret to add nursing bras to their line.
But wait, they sell bras, right? Surely the myriad of bras available in their stores and online include at least one option for nursing moms, doesn’t it?
Victoria’s Secret Doesn’t Sell Nursing Bras
Unfortunately, nursing bras aren’t available at Victoria’s Secret. At least, they weren’t at the time we posted this article.
I posted this article nearly 2 years ago, yet here we are–still without nursing bra options at Victoria’s Secret.
An Online Petition Gained Many Supporters
A Change.org petition received more than 4,000 supporters in just 24 hours and is on pace to exceed its goal of 5,000 signatures before the end of the day. It asks Victoria’s Secret to recognize the fact that boobs have another purpose besides modeling lace and other fancy materials:
Boobs make milk, too.
The petition acknowledges that Victoria’s Secret makes plenty of wonderful, quality bras for women.
But Victoria’s Secret seems to be ignoring one huge segment of the market, and that’s nursing moms.
In the petition, Bonnie Sabatini of McMinnville, Oregon states:
“I was exclusively breastfeeding and in search for a good nursing bra. So, I wrote to them pleading to make a line of bra’s for us breastfeeding Mom’s. They actually replied and said they weren’t in that line of business… so I left it at that, and cried in the corner with my saggy, unsupported, not-cute bra.
Fast forward to today… I’m now on my third baby and have yet to find a great nursing bra, let alone a PUMPING bra! I’m convinced they do not exist. I’m exclusively pumping for my third little peanut (we had latch issues) and pumping bras are even worse than nursing bras! I literally have to change out of my nice Victoria’s Secret bra into my hands-free pumping bra EVERY time I pump.
Now, Victoria… My question is, why do you avoid us Mom’s who’ve been with you since we were 14 and offer NO support for the FUNCTION of our Boobs?? Here we are trying to normalize breastfeeding in public areas, but the biggest retailer for women’s underthings does NOT have a nursing line. You are losing out on sooooo many customers and quite frankly, shaming those of us who choose to nurse!”
Right on, Bonnie.
Breastfeeding Moms ARE Sexy, Iconic, and Powerful
Victoria’s Secret is the largest retailer of women’s lingerie in the United States. As of July 1, 2017, it had 1,177 stores operating in the United States and Canada. Another 51 stores are located throughout the world. It is owned by L Brands, which also owns Bath & Body Works, La Senza, and Henri Bendel.
Its brand page boasts three simple words:
“Sexy. Iconic. Powerful.”
Those three words describe breastfeeding women, too.
So why aren’t breastfeeding mothers part of their target market?
It wouldn’t take much to adjust the design of some of their bras and make them comfortable and convenient for nursing mothers. This is noted in the petition:
“PLEASE, make a nursing line. All it takes is two little clips added to your Body by Victoria bra. You could even reinvent the wheel and do some research on what us Mom’s really want out of a nursing bra. Or better yet, a pumping bra!!”
Supporters of the petition have chimed in with some great points:
“This company seems to forget what the breasts’ actual purpose are…feeding and nursing a child. Also seem to forget that breasts are larger than 36DDD.”
“Please make nursing moms feel sexy too!!”
“I am a customer and whenever I have a baby I have to stop purchasing because they are no bras here that support my needs. Also normalizing breastfeeding should start with this type of company.”
“I felt the same way while nursing my son for an entire year i missed my victorias secret bras and honestly felt like i wasnt worthy to even shop in the store. Moms should get to feel sexy too!”
Victoria’s Secret, we nursing moms are consumers too. We’re waiting for you to notice us.
The petition closed with 24,827 supporters.
But it would be nice to have some lace and sparkles on occasion, too.
What are some of your favorite places to buy nice bras that are breastfeeding friendly?