Victoria’s Secret, the infamous lingerie brand synonymous with the words “sexy” and “desirable,” is rebranding in an attempt to become much more inclusive and diverse with today’s times. The brand is ditching its Victoria’s Secret Angels and has signed a new roster of people who will now represent the brand.
With VS Collective, the brand aims to create revolutionary product collections, engaging and inspiring content, new internal partner programs, and rally support for causes vital to women through its association with women who come from unique backgrounds and represent their target audience more accurately.
This new list includes the famous Indian actress, Priyanka chopra Among others. 6 people together make up the VS collective and include American soccer star Megan Rapinoe, Los Angeles-based photographer and media personality Amanda de Cadenet, Brazilian transgender model Valentina Sampaio, Chinese-American freestyle skier from 17-year-old Eileen Gu, 29-year-old biracial model and inclusion advocate Paloma Elsesser and South Sudanese-Australian model Adut Akech. This initiative was born with the intention of redefining what ‘sexy’ means, distinguishing itself from what the brand has currently portrayed in front of the masses.
In 2019, the brand’s highly acclaimed fashion show was also dropped due to the negative response it got from the audience. A globally televised event, the fashion show featured models walking like cats down the ramp in barely visible lingerie studded with gemstones, feathers and lace. This raised objections to the brand, essentially targeting women and listing the brand as one that embodies male fantasy.
“When the world was changing, we were too slow to respond,” Chief Executive Martin Waters told The New York Times. “We needed to stop being what men want and be what women want.” However, the brand intends to bring the fashion show back in 2022 in a completely different format.
This change will allow the brand to absorb diversity and inclusion in what they portray to their general audience. It will give them the space to change their narrative from being a brand that focuses on what a woman looks for in her underwear as opposed to the previous one that did not incorporate it in a very vehement way. The brand has been overshadowed by many other companies that have been at the forefront in embracing body and ethnic diversity and this move will allow Victoria’s Secret to change the perspective of its brand and shape it in that direction.