It all started with a website called, which featured claimed to promote a new Victoria's Secret line of underwear emblazoned with phrases promoting consent to fight rape. The site had also featured regular looking babes rocking the underwear with phrases like "No Means No".

The skeptical ladies at Jezebel later determined that Victoria's Secret was in fact not behind the "PINK Loves CONSENT" line. Turns out that the idea actually originated from a Baltimore-based feminist group called FORCE: Upsetting Rape Culture.  But by then, the site had already managed to gain the support of 50000 page visitors. Apparently, even employees working for VS fell for it:
Through Victoria's Secret's social media, the concept of consent was cropping up in some unexpected places. The Victoria's Secret facebook pages were flooded with "I heart consent" posts, excited campus reps were retweeting, and the "pink hearts" at were declaring their love for "open sex talk." One employee tweeted, "I am so happy to currently have a job for a company that stands for something so beautiful!! @LoveConsent #victoriassecret #loveconsent" Highschool students were tweeting "I'm loving the new @LoveConsent! Victoria's secret goes feminist!" At the outset, 100 young facebook users were in one the prank. It just went viral from there.
So does this mean that these girl-power knickers are never going to see the light of day? Apparently, even after it was outed as a fake, many began requesting that Victoria Secret produce these feminist undies using the hashtag #loveconsent. FORCE also said the inbox was flooded with fan mail from excited customers who were super excited about the fake line:
"Will Victoria's Secret take a nod from the customer fan mail and change their styles?" FORCE asks. (We're going to go with an emphatic "No." ) "But what a different world would it be if they did? What if consent and communication showed up in the bedroom as much as push-up bras and seamless thongs?"