Victoria’s Secret is an American lingerie brand of women’s wear and beauty products. The company was founded in San Francisco in 1977 by Roy Raymond and his wife. Its creator imagined the emergence of new kind of femininity and decided to make it his business. It meant overcoming an age when women had a stark choice between either low-priced, purely practical underwear or expensive, chic lingerie from the big European labels. Its creator also wanted to found a store “where men would feel at ease buying lingerie” for their partners, without being ashamed.