I didn’t get the sunny day I hoped for, so I did a little online bathing suit shopping instead. Victoria’s Secret usually has cute suits on sale. While I was browsing through page after page of impossibly smooth and ridiculously slender 20 year old models, I started to wonder about the history of the company. I don’t think I’d ever heard of them before the advent of the Miracle Bra.
When Roy Raymund (yes, a GUY!) opened Victoria’s Secret in 1977, it was just a little boutique in Palo Alto, California, where he retailed fine lingerie brands — designer goods from Christian Dior, long lacy cotton nightgowns and robes, silky tap pants, and French negligees. The company was named after the UK’s beloved Queen Victoria and the first stores were designed to look like Victorian-era boudoirs.
No one will ever know for sure what the “secret” is, but let’s just assume Queen Victoria wore some pretty sexy nightgowns. She and Prince Albert had nine children. Nine. After Roy’s stores became successful, he sold the company to Limited Brands for a nice big chunk of change in 1982 and then jumped to his death from the Golden Gate Bridge when Victoria’s Secret became a national brand in 1993 (around the time I first heard of the Miracle Bra).
My research led me to some disturbingly hilarious pictures. Since the internet as we know it didn’t exist yet, Roy put out his first mail order catalog in 1977. It featured pretty chaste stuff by today’s standards, and although the models are positively skeletal, they are refreshingly unphotoshopped. You can see the sag in their stockings and the creases under their arms and some of them appear to be the teensiest bit flabby in the tummy area. The photographer surely worked some lighting and filter magic, but still.
What kind of noise can that violin possibly make? Is it electric? Where’s the amp?
These images were taken from the 1979 catalog:
This one is my favorite, only because of the dog. Clearly VS has begun to move in a different direction now. The hairstyles have changed a bit, and all those musical florist models who didn’t quite seem to know what to do with their hands in 1977 are sipping liqueurs from tiny cordial glasses and reading the latest erotica. But the dog takes the cake. S/he’s sleeping in all the pictures.
Why won’t they look at each other?!?! It must be a secret. (Ba dum bum)
I could get on my feminist soapbox and start shouting now, but what would be the point? I’ll save it for the 15-year-old girls I see everyday, one of whom I won’t be seeing anymore because yesterday she told me she is pregnant and has to move away to be with someone who will take care of her. Another barely-fourteen-year-old student had a baby in October and I haven’t seen or heard from her since. Sometimes this world breaks my heart.
You can see the whole 1977 catalog here (and if you’re dying for more) the 1979 catalog here.
For the Record:
- Loads of laundry washed, folded and put away: 4
- Hours spent surfing the internet: 3 1/2
- Toilets cleaned: 2. Ah, the glamorous life.
- Hours spent wishing the rain would stop: 7


















