# Secret Embrace Has Victoria's Secret Reinvented the Bra or is it Just Hype? By Carlos Calderon | Published 2007-03-04 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/victorias-secrets-reinvent-the-bra-introducing-secret-embrace References: [wireimage](http://www.wireimage.com/Default.asp?nbc1=1) & [www2.victoriassecret](http://www2.victoriassecret.com/collection/?cgname=OSBRPEMBTES&cgnbr=OSBRPEMBTES&rfnbr=3210) Victoria's Secret has launched [Five New Secret Embrace Bras](https://www.trendhunter.com/trends/flexwire-bras). The launch event took place at the huge [two-floor VS store in NYC](https://www.trendhunter.com/trends/knix-opens-immersive-retail) where four of the gorgeous [Victoria's Secret Angels](https://www.trendhunter.com/trends/victorias-secret-relaunched), Karolina Kurkova, Alessandra Ambrosio, Izabel Goulart, and Selita Ebanks, were in attendance. The bras are currently available in stores and online. Take a look of the video promo... Are these actually new? Or just hype? **Implications** - Businesses can garner the attention of consumers by claiming to have developed a product that will render certain aspects of lifestyles easier and more comfortable. Companies that can provide an enhanced experience using the same product will appeal to a wide group of consumers. Between the standard or updated version of a commonly used object, consumers will more likely opt for that which is improved. ## Trend Insights (Trend Hunter) - Score: 6.2/10 - Popularity: 87% | Activity: 90% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Underwear](https://www.trendhunter.com/underwear) ## Key Themes ### Why This Trend Is Growing - **New Comfortable Bras:** Victoria's Secret has introduced Five New Secret Embrace Bras to provide an enhanced experience for its consumers. - **Product Hype:** Businesses can attract more consumers by claiming to have developed a new and improved version of their products. - **Opting for Innovation:** Consumers tend to choose improved versions of products over the standard or outdated ones. ### Industries Being Reshaped - **Fashion Industry:** The launch of new and improved bras by Victoria’s Secret can inspire innovation and growth in the fashion industry. - **Retail Industry:** Product hype can be used as a marketing strategy by businesses in the retail industry to attract more customers. - **Consumer Goods Industry:** Consumers preferring innovative and improved versions of products over the standard ones can lead to increased demand for innovative products in the consumer goods industry. ## Related on Trend Hunter - [Dynamic Athleisure Apparel](https://www.trendhunter.com/trends/victorias-secret-relaunched.md) - [Inaugural Designer-Led Ready-To-Wear Fashion](https://www.trendhunter.com/trends/atelier-victorias-secret.md) - [Body-Conscious Undergarment Shops](https://www.trendhunter.com/trends/stripe-stare-bra-shop.md) - [Hi-Tech Breast-Supporting Sports Bras](https://www.trendhunter.com/trends/techfit-control-bra.md) - [Confidence-Focused Underwear Ranges](https://www.trendhunter.com/trends/knix-valentines-day-edit.md) - [Intimate Maternity Clothing Capsules](https://www.trendhunter.com/trends/maternity-postpartum-line.md) - [Comfort-Focused Shapewear Bras](https://www.trendhunter.com/trends/shapewear-bra.md) - [Redefined Comfort-Forward Bras](https://www.trendhunter.com/trends/flexwire-bras.md) - [Fashion-Forward Shapewear](https://www.trendhunter.com/trends/calvin-klein-shapewear.md)