The air in Russia might soon carry a familiar whisper of lace and vanilla—Victoria’s Secret, the global titan of lingerie and allure, is flirting with the idea of reopening its velvet curtains in the country. Like a prodigal lover, the brand has tiptoed back to Russian trademark offices, filing not one but two applications late March. The paperwork hints at ambitions stretching beyond satin and silk: sportswear, cosmetics, and more.
This isn’t just a whim. The brand’s iconic VS logo hasn’t been formally registered in Russia since 2016. Legal eagles suggest this move is a defensive play—a shield against losing unused trademarks to bureaucratic oblivion. "It’s like renewing a passport before it expires," muses an insider. "Except this passport smells like fantasy bras and body mist."
When Victoria’s Secret fled Russia in 2022, it left behind empty hangers and a bitter aftertaste. Now, its return dangles between irony and opportunity. Russian consumers, once starry-eyed for Western brands, have grown colder—nursing grudges like abandoned suitors. Yet, nostalgia is a powerful perfume. Will shoppers forgive and flock back, or has the spell broken?
Meanwhile, Moscow’s retail landscape watches with raised eyebrows. Other Western brands still linger in exile, their stores repurposed as everything from pickle shops to prayer spaces. Victoria’s Secret, though, seems ready to bet on Russia’s appetite for glamour—proving that even in geopolitics, some fantasies are too stubborn to fade.
