For a couple of hours earlier this week, Victoria’s Secret–known for its push-up bras and cultural appropriation–gained some serious feminist cred. Midday on Monday, a website for a “new line,” PINK loves CONSENT, launched. The site displayed images a diverse group of models showing off lingerie, similar in style to VS’s teen/college PINK line, emblazoned with messages like “NO MEANS NO” and “ASK FIRST.” PINK loves CONSENT quickly went viral, and the response from potential consumers was tremendously positive. One email to the site read:

Dear Anyone who made this happen at VS,
Thank you! Thank you! Thank you! As a college student, and as someone who is constantly trying to create awareness of consent and body ...