Apr 29, 2016 04:38 AM EDT

Victoria's Secret Ditches Push-Up Bras After Giving Up On Swimwear

Victoria's Secret may be evolving. The premium lingerie retailer is no longer pushing for their push-up bras.

Business Insider reported that the company is now heavily promoting its bralettes. These new pieces are essentially bras without padding.

Victoria's Secret has long been known for its push-up bras. The publication noted that "the company's advertising made it seem like the ample padding could give customers the chest shape of its iconic Angels."

Currently, ads for these padding-less bras are posted all over VS's Facebook and Instagram pages. It seems like the company is going for a more natural aesthetic.

"So many bralettes, all the possibilities," the company posted on its Instagram account. The caption was accompanied by an image of bralettes hanging on a tree branch.

However, the company's shift in focus may have been a bad move. This is because the bralette category is all the rage nowadays, which means that there is a lot of competition in the market.

"The bralette is the hot piece of intimate apparel right now, and it puts Victoria's Secret in an unfortunate position because it takes absolutely minimal design and know-how to manufacture a bralette... [so] there's a lot more competition," abriella Santaniello, analyst and founder of A-Line Partners, told the publication. "You can go to Urban Outfitters, Express, American Eagle - a lot of other retailers are introducing [the] bralette."

Several lingerie startups have also started to offer their own version of the bralette. Moreover, Victoria's Secret is not the only designer that has moved toward the bralette from padded bras.

"Push-up bras ... they're slipping a little bit out of favor," Cora Harrington, lingerie expert and founder of The Lingerie Addict, said last March. "People are wanting less padding and breezier materials and all that."

In another report by Business Insider, it was revealed that Victoria's Secret will no longer be selling swimwear after this year. Apparently, the brand believes that their swimwear space would be better utilized for their activewear line, VS Sport.

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