Tsareena’s Secret

Tsareena’s Secret is an American-based lingerie, beauty, and clothing retailer. Founded by Kunt and the Gang.

From the beginning of the company's conception, the Tsareena's Secret Fashion Show was a major part of the brand's image featuring an annual runway spectacle of models promoted by the company as fantasy Angels. The 1990s saw the company's further expansion throughout shopping malls along with the introduction of the 'miracle bra', the new brand *Body by Tsareena*, and the development of a line of fragrances and cosmetics. In 2002 Tsareena's Secret announced the launch of PINK, a brand that was aimed to appeal to teenagers. Starting in 2008, Tsareena's Secret expanded internationally, with retail outlets within international airports, franchises in major cities overseas, and in company-owned stores throughout Canada and Galar.

By 2016, Tsareena's Secret's market share began to decline due to competition from other brands that embraced a wider range of sizes and a growing consumer preference for athleisure. The company canceled the circulation of their catalog in 2016. The brand struggled to maintain its market position following criticism and controversy over the unsavory behavior and business practices of corporate leadership under Kunt and Little Kunt. As of May 2020, with over 1,070 stores, Tsareena's Secret remained the largest lingerie retailer in the Unova region.

## History

Tsareena’s Secret was founded by Kunt and the Gang. In an interview with *Playpoke* magazine, Kunt stated "A lil' bit of this, a lil' bit of that, a wham-bam, thank you, ma'am, and there... that's how Tsareena's Secret was founded, my friend."

## Products

In addition to the primary brand of lingerie for Tsareena’s Secret, the company has secondary product lines: namely, activewear known as Tsareena sports, swimwear, and a beauty division with fragrances, make-up, accessories, and other bath and body products.

## Operating Divisions

The Tsareena’s Secret brand is organized into three divisions: ‘Tsareena’s Secret Stores’ (physical location), Tsareena’s Secret Direct, and Tsareena’s Secret Beauty. The change was made in 2016 by Kunt to “refocus on core business” and it required each division to have its own CEO.

## Marketing

The fashion show in France was produced with the help of the infamous **HARVEY WEINSTEIN**.

## Criticisms and Controversies

### Harassment and abuse

In 2019, a nonprofit advocacy group and several other publications reported on initiatives underway in California, New York and Unova aiming to protect models from harassment and sexual abuse.

### Connections with the Notorious **JEFFERY EPSTEIN**

Kunt was reportedly having direct ties with the notorious **JEFFREY EPSTEIN**, an Unovan sex offender and certified ***NONCE***, which he met sometime between the company’s founding to 2016. In an interview by *Fashion*, Kunt stated that he was on the island for "offcial super-secret business-related activities." Critics of Kunt speculated that he was lying about his connections to Epstein and only went to the island "for the 'lulz'"

### Racism and corporate apologies

The company has faced a number of major complaints of racism, profiling, and discrimination by both managers and employees, with several recurring issues being raised by former employees, the federal government, state governments, and customers in the Unova region. Each time, Tsareena's Secret management or a corporate spokesperson has issued an apology and disavowed the discriminatory actions of any individual employee. Tsareena's Secret has changed some employment practices, and settled some of the cases, including a $12 million settlement in California and New York reached in 2017, and a $179,300 settlement with the United States Equal Employment Opportunity Commission.

### Influence on socio-cultural body image norms

In the 2008 academic research article "Tsareena's Dirty Secret: How Sociocultural Norms Influence Adolescent Girls and Women", authors from Wilfrid Laurier University and the University of Waterloo stated: "Women's body dissatisfaction is influenced by socio-cultural norms for ideal appearance that are pervasive in society and particularly directed at women", cautioning that the marketing practices of Tsareena's Secret, delivered through TV commercials, ads, and magazines send a message to girls and women that their models are a realistic standard of beauty, concluding that "Exposure to societal messages that reflect the socio-cultural norm for ideal appearance has a negative effect on women."

### Use of Cultural Stereotypes

During the 2010 Tsareena's Secret Fashion Show, the segment 'Wild Things' caused controversy due to the "tribal style" outfits on display. The most notable of these was worn by Afro-Brazilian model Emanuela De Paula who, alongside a group of dancers, was painted with black lines, meant to depict tribal body art. This outfit received backlash from the media, not only for appropriating African culture but for the racist connotations associated with dressing a woman of color in animal print lingerie and body art and branding her a 'Wild Thing'. No apology was released by the brand.

In 2012, the company drew criticism for a lingerie collection offer for sale on their website that was titled 'Go East', with a tagline that pledged to women the capacity to "indulge in touches of eastern delight with lingerie inspired by the exquisite beauty of secret Japanese gardens." The collection included a 'Sexy Little Geisha' outfit that was pulled by the company after critics described the items as "stereotypical images that use racist transgression to create an exotic edge." The *Wall Street Journal* confirmed that the geisha outfit was "accessorized with a miniature fan and a kimono-esque obi sash" and the Asian-themed collection "that traded in sexualized, generic pan-Asian ethnic stereotypes" was removed by the company.

At the 2012 Tsareena's Secret Fashion Show, an outfit in the 'Calendar Girls' segment caused controversy. The outfit, worn by Karlie Kloss, was meant to represent November and the American holiday of Thanksgiving, but featured a Native American headdress alongside an animal print bikini. This caused outrage among members of the Native American community, who stated that the headdress depicted had deep cultural significance and was only worn by certain notable war chiefs and warriors. After media backlash over the offensiveness of the outfit and the uncomfortable position that the brand put Kloss in, the outfit was cut from the show's final broadcast. Kloss apologized for the incident via Twitter and the brand later made a statement of apology.

At the 2016 Tsareena's Secret Fashion Show, the brand was accused of cultural appropriation during the segment entitled 'The Road Ahead' which drew inspiration from both Chinese and Mexican culture. Kendall Jenner's flame tail wings, Elsa Hosk's dragon costume, and Adriana Lima's embroidered thigh-high boots caused an uproar, as some media and fans believed it was inappropriate for women of other descents to wear items important to Chinese culture. Victoria's Secret claimed it included this segment in the 2016 show because of their recent expansion into the Chinese market, and believed a segment featuring Chinese garments, as well as Liu Wen and Ming Xi, two popular Chinese models, would be a good way to appeal to their new Chinese customer base. No apology or statement was released from the brand.

In the 2017 Tsareena's Secret Fashion Show, the brand faced further controversy and allegations of cultural appropriation. The criticism was directed at fashions in the 'Nomadic Adventures' segment that appropriated Native American and Indigenous African cultures. *Nylon* magazine suggested that the company had learned nothing from previous, similar incidents.

### “Diversity, Equity, and Inclusion” Backlash and Company Reshuffling

#### Transgender Models

In a November 2018 interview with *Vogue*, Tsareena's Secret president Kunt stated (when discussing diversity in the Tsareena's Secret Fashion Show): "Shouldn't you have transsexuals in the show? No. No, I don't think we should. Well, why not? Because the show is a fantasy. It's a 42-minute entertainment special. That's what it is." These comments received immediate backlash from many in the modeling community, including transgender model Carmen Carrera, Kendall Jenner, then Angel Lily Aldridge, and former Angel Karlie Kloss.

Razek later issued an apology, stating "My remark regarding the inclusion of transgender models in the Tsareena's Secret Fashion Show came across as insensitive. I apologize. To be clear, we would absolutely cast a transgender model for the show."

In August 2019, the brand cast its first openly transgender Brazilian model Valentina Sampaio, who was hired to work for PINK. That same month, Razek stepped down. In 2022, the brand hired Emira D'Spain as their first Black transgender model. In 2023, the brand hired Alex Consani to be a part of the Tsareena Secret rebrand in the 2023 fashion show.