The overhaul of Victoria’s Secret’s branding comes as a much-needed refresh for the brand, as more and more consumers pressure corporations to promote diversity and to keep up with the times.
VICTORIA Secret says goodbye to their “Angels” as the global brand aims to redesign sexy with their brand ambassadors.
Lingerie label Victoria’s Secret has embarked on a new rebranding journey, radically transforming its identity with a sweeping initiative that aims to promote inclusivity and redefine what it means to be “sexy.”
Gone are the days of the traditional “Angels;” instead consumers will see body-inclusive mannequins and an expansion into areas like sportswear.
The brand has also tapped a few prominent and distinguished women who will serve as advisers, spokespeople and promoters.
Named the “VS Collective,” the group is comprised of actor and producer Priyanka Chopra Jonas, football superstar and activist Megan Rapinoe, model Adut Akech, transgender model Valentina Sampaio, plus-size model Paloma Elsesser, freestyle skier Eileen Gu, and photographer Amanda de Cadenet.
“As a gay woman, I think a lot about what we think is sexy, and we are afforded the ability to do that, because I don’t have to wear the traditional sexy thing to be sexy and I don’t think the traditional thing is sexy when it comes to my partner or people I’ve dated,” Rapinoe told the New York Times in an interview.
“I think functionality is probably the sexiest thing we could possibly achieve in life. Sometimes just cool is sexy too.”
The embattled brand had also faced backlash over unrealistic body standards for women.
Victoria’s Secret has faced criticism in the past for its lack of inclusivity, failing for many years to update its messaging and identity.
The overhaul comes as a much-needed refresh for the brand, as more and more consumers pressure corporations to promote diversity and keep up with the times.
Victoria’s Secret Angels were synonymous with the brand since a rebrand in 1982.
The lingerie brand previously hosted the televised Victoria’s Secret Fashion Show annually since 1995, but the event was canceled in 2019.
The fashion show included some of the world’s top models including Tyra Banks, Adriana Lima and Gisele Bundchen.
Criticized for its objectification of women, Victoria's Secret in 2019 abandoned its famed fashion show, a globally televised event that saw women parade down the catwalk in barely-there lingerie replete with gems, feathers and lace.
"When the world was changing, we were too slow to respond," said chief executive Martin Waters in an interview with the New York Times. "We needed to stop being about what men want and to be about what women want."
One of the first companies to step into the void of Victoria's Secret's dimming star was Savage X Fenty, a lingerie company launched by singer Rihanna in 2018 which is now valued at $1 billion, according to an estimate by Forbes magazine. (NP)
Tags: #fashion, #lingerie, #diversity, #VictoriasSecret