The inclusive marketing initiative has been promoted by Victoria’s Secret International after years of critics in feminism issues. This study aims to explore how Victoria’s Secret Indonesia, as part of the global luxury brand, breaks through the dynamic cultural boundaries in penetrating the Indonesian market with inclusive marketing. This study found that the adoption of inclusive marketing in Indonesia has factored in religious affiliation, given the deep connection between religion and Indonesian culture. However, the inclusivity demonstrated by Victoria’s Secret Indonesia primarily focuses on plus-size representation, neglecting individuals with disabilities due to the small market size and overlooking the LGBTQ community because of anticipated pushback from religious beliefs. A customer influenced by strong religious family values struggled to accept LGBTQ representation in Victoria’s Secret Indonesia, despite being a long-time loyalist. In contrast, another customer with similar values emphasized that LGBTQ representation does not affect her purchasing decisions, as she prioritizes product quality above all else.

Kata Kunci: Intercultural communication, inclusive marketing, International brand, culture