Victoria's Secret
American lingerie and lifestyle retailer founded in San Francisco in 1977 by Roy Raymond to offer an upscale boutique alternative to department-store intimate apparel. Labels from the late 1970s–1980s carry a classic serif uppercase 'Victoria's Secret' wordmark; the VS monogram tag and 'Limited Brands' ownership note identify 1990s–2000s production.
- Origin
- USA
- Founded
- 1977
- Category
- Designer & Casual
- Documented eras
- 3
How Victoria's Secret labels evolved over time. Match the markers below against the tag in hand to place a garment in its era.
1990–1999
1990s vintage Victoria’s Secret tags
Tags feature simple, elegant lettering, usually in black or dark ink Commonly seen on soft, satin-like fabric tags.
- Tags feature simple, elegant lettering, usually in black or dark ink.
- Commonly seen on soft, satin-like fabric tags.
- Often include the “Victoria’s Secret” name in a classic serif font.
How to spot it
Tags feature simple, elegant lettering, usually in black or dark ink — confirms this label era.
Value signal
Moderate collector interest; condition and completeness determine value.
2000–2009
2000s vintage Victoria’s Secret tags
Tags become more colorful, with the introduction of the PINK line Use of bolder fonts and inclusion of size and care information on the same tag.
- Tags become more colorful, with the introduction of the PINK line.
- Use of bolder fonts and inclusion of size and care information on the same tag.
- Tags may have different shapes and are made from various materials like cotton or satin blends.
How to spot it
Tags become more colorful, with the introduction of the PINK line — confirms this label era.
Value signal
Entry-level vintage; value driven by brand recognition and condition.
2010–2019
2010s vintage Victoria’s Secret tags
Modern and diverse tag designs, with continued use of the PINK sub-brand Tags often feature additional branding elements, like logos or icons, and multiple colors.
- Modern and diverse tag designs, with continued use of the PINK sub-brand.
- Tags often feature additional branding elements, like logos or icons, and multiple colors.
- Greater variety in tag materials, with both printed and woven styles common.
How to spot it
Modern and diverse tag designs, with continued use of the PINK sub-brand — confirms this label era.
Value signal
Entry-level vintage; value driven by brand recognition and condition.