When Victoria’s Secret called off its annual fashion show back in 2019, many remarked that it was the end of an era. The lingerie brand that once defined what ‘sexy’ was, has been strongly criticised for its lack of diversity and pushing unrealistic beauty standards in recent years.
With this shift in consumer sentiment, competitors that champion inclusion have been eating up the brand’s share of the lingerie market.
The brand hired trans and curve models for campaigns in 2019 to keep up with the times, but consumers felt that it was a move that offered too little, too late. Earlier this year, it released a swimsuit collection featuring curve models Paloma Elsesser and Jill Kortleve. When it came to snagging up pieces from the collection however, the size range was rather limited.
Fast forward to June 2021, Victoria’s Secret has finally acknowledged that its marketing tactics are outdated, and is giving its brand a much-needed makeover.
The company has phased out its once iconic Angels, and tapped a diverse group of women known for their merits and talents to be its new brand ambassadors. Called the VS Collective, the set includes Megan Rapinoe, captain of the US women’s national soccer team; actor and entrepreneur Priyanka Chopra Jonas; trans model and activist Valentina Sampaio; model and mental health advocate Adut Akech; Amanda de Cadenet, journalist and founder of Girlgaze; Paloma Elsesser, curve model and body positivity advocate; and 17-year old free-skiing world champion Eileen Gu.
With a series of collaborations, business partnerships and cause-related initiatives lined up as part of the image overhaul, the brand hopes to build a meaningful connection with consumers and become a leading advocate for women.