Victoria’s Secret partners with swim label Fae in coveted deal

Global lingerie giant Victoria’s Secret has a penchant for using Aussie beauties for their runway shows and now they have teamed up with one little-known swimwear label from Sydney’s south coast.

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Victoria’s Secret has a penchant for using Aussie beauties for their runway shows, now the lingerie juggernaut has turned its sights to our swimwear designers.

The global lingerie chain has chosen little known Aussie label Fae to be stocked on its website, which sells more than $12 million worth of lingerie and swimwear annually.

Fae swim founder Bianca Bennett, who runs the label with her husband Adam out of their Mollymook home on the South Coast, said the nod of approval from the world renowned swimwear giant has been a game changer.

Fae swimwear founder Bianca Bennett, pictured with her son Ziggy, was shocked when she heard Victoria’s Secret wanted to stock her range on their website. Picture: Nicci Crisp

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“We received an email from L brands which owns Victoria’s Secret saying they were interested in collaborating with and being in partnership with us,” Bennett told The Sunday Telegraph.

“When I first read it through I thought, surely this can’t be right, a partnership with VS? I couldn’t believe it.

“They said they were relaunching swim and they wanted to take over the swim industry and come back with a vengeance. They said they were choosing 10 to 15 of their biggest competitors to stock online and Fae was one of them.”

The nine piece collection sold out very quickly. Picture: Jonathan Ng

Within 24 hours, the nine piece collection sold out.

“They have had to reorder straight away and the second order they did was three times as big as their first,” the 29-year-old said.

It’s a massive coup for the brand, which has been worn by the likes of Alessandra Ambrosio, Bella Hadid, Martha Hunt and Gigi Hadid and has a social media following of 363,000.

The endorsement by the influencer A-listers and Victoria’s Secret is significant for the label which has humble beginnings.

“Fae started out as a hobby,” the mother-of-one said of her brand, which is for “those who aren’t afraid to show some skin.”.

“One of my friends owned a factory in Bali and I asked him to make my dream bikini.”

“I started wearing them, posted a couple of photos on Instagram and there was some hype around them. I thought, I should go into production, so I got my credit card out and ordered the minimum order, which was 300 pieces.”

“Now we are ordering up to 10,000 pieces at a time.”

Supermodels like Aussie Miranda Kerr have become household names since walking the coveted show. Picture: Dimitrios Kambouris/WireImage

Alessandra Ambrosio, who was once a Victoria’s Secret angel has worn Fae. Picture: AFP Photo/ Martin Bureau

According to the Executive Director at the Australian Retail Association’s Russell Zimmerman, Aussie swimwear brands are lucrative for international buyers.

“Australia has a wonderful climate which encourages people to live an outdoor life … so designers are very attuned to developing a product for outdoor life,” he said.

“Because there is demand, people are very interested in designing the product, which means it’s fair to say Aussie swimwear designers can give a wonderful product which is accepted overseas.

He said being endorsed by a brand as big as Victoria’s Secret is priceless.

“From a brand perspective, to get into a high profile brand like Victoria’s Secret is a huge opportunity for the brand to grow and develop and get it out there into the market place.”

Originally published as Victoria’s Secret partners with swim label Fae in coveted deal