size-inclusivity
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VENUS made room for a better fit.
A bodybuilding supplier spotted a problem hiding in the bikini: two halves rarely need the same size. That small insight became the foundation of a women’s fashion business.
Cupshe
Cupshe is a California-inspired, direct-to-consumer beachwear brand for women that sells trendy, affordable swimwear, bikinis, cover-ups, activewear and loungewear. Founded in 2015 by former Alibaba CEO David Wei, the internet-first label pairs a Shopify-powered DTC website and app with a strong Amazon presence, reaching millions of customers across more than 100 countries. Known for vibrant prints, size-inclusive fits and $15-$30 price points, Cupshe grew into a roughly $150M-plus swimwear business and has expanded into recycled, GRS-certified sustainable collections.
Victoria's Secret & Co.
Victoria's Secret & Co. is a Columbus, Ohio-based specialty retailer of lingerie, intimates, beauty and fragrance, operating the Victoria's Secret, PINK and Victoria's Secret Beauty brands along with the digital-first label Adore Me. Spun off from L Brands as an independent NYSE-listed company (VSCO) in 2021, it sells bras, panties, sleepwear, activewear, body care and fragrance through roughly 1,300 retail stores, a global network of partner-operated locations and a large e-commerce operation. With about $6.55 billion in fiscal 2025 revenue and around 31,000 employees, the company is pursuing a turnaround that pairs a revived Victoria's Secret Fashion Show with a broader, more inclusive brand message.
Savage X Fenty
Savage X Fenty is Rihanna's inclusive lingerie, loungewear and apparel brand, launched in 2018 as a joint venture with TechStyle Fashion Group. Built around radical size inclusivity (30+ bra sizes, XS-4X), it sells direct-to-consumer through an Xtra VIP membership model and an expanding wholesale footprint in Nordstrom, Galeries Lafayette and Selfridges. Backed by L Catterton, Neuberger Berman and Advent International, the company reached a reported $1 billion valuation and turned an annual Amazon Prime Video runway show into an Emmy-winning cultural event. It positions itself as the inclusive, unapologetic alternative to the old Victoria's Secret playbook.