A new slogan for an established line is causing trouble for Limited Brands’ (NYSE:LTD) Victoria’s Secret.
The trouble began when a new slogan — “Bright Young Things” — began circulating around the Internet, reports Huffington Post.
Parents and other concerned people began accusing the retailer of creating a new line that would sexualize preteen girls. One blogging parent wrote that, “I don’t want my daughter to ever think that to be popular or even attractive she has to have emblazon words on her bottom.” Others expressed similar outrage that Victoria’s Secret could market lingerie to such a young audience.
However, the outrage may be misplaced. The slogan is meant to be applied to the chain’s PINK line of fashions and not to a new one aimed at a younger demographic.
In a statement, Victoria’s Secret said, “In response to questions we recently received, Victoria’s Secret PINK is a brand for college-aged women. Despite recent rumors, we have no plans to introduce a collection for younger women. ‘Bright Young Things’ was a slogan used in conjunction with the college spring break tradition.”