Victoria's Secret is overhauling its image

Victoria's Secret is overhauling its image

By Cecilia Matanatabu
Monday 21/06/2021
Soccer player Megan Rapinoe[Image: getty images]

Less than two years after Victoria's Secret pulled the plug on its star-studded annual fashion show, known for runway looks that combined strappy lingerie with enormous wings, the brand is retiring its supermodel "Angels" for good.

Taking their place is a new group of seven ambassadors, called the "VS Collective," who are known for their advocacy work in gender equality and body positivity, and who represent a wider range of body types and sexual and gender identities.

The collective -- which includes soccer player Megan Rapinoe, actress Priyanka Chopra Jonas and plus-size model Paloma Elsesser -- will work on new product lines and multimedia content, as well as supporting women's causes for the company, according to a press release.

Prianka

The about-face comes after years of criticism that Victoria's Secret was promoting dated ideas of femininity and that its collections were made for a narrow range of body types.

According to Women's Wear Daily, the brand had a 19% market share in the US women's intimate apparel space as of December 2020, down from 32% in 2015.

Last year, L Brands announced that it was shutting a quarter of Victoria's Secret stores, and more followed earlier this year.

"Especially over the last five years, public criticism of Victoria's Secret's narrow and exclusive beauty ideals has been building and its sales started to decline," said Chantal Fernandez, a senior correspondent at trade publication The Business of Fashion, over email.

"The rebrand announced this week is the first real significant indication of how VS is trying to move its marketing forward."

By: Jacqui Palumbo

[Source: CNN]



Latest Videos

Stay tuned for the latest news on our radio stations

CFL radio frequencies
IN DEPTH
Proposed Tian Lun project at Nasese
Concerned residents are wondering why there was no publicity about such a huge project that will affect the environment along Queen Elizabeth ...
22 hours ago

Stray dog situation in Fiji
The shortage of practicing veterinarians in Fiji and the high cost of de-sexing by animal welfare organizations are some of the factors that is ...
23 hours ago

All Blacks 7s claim both Sydney 7s men’s and women’s titles
Serious questions are being asked after yet another dismal performance by the Fiji Airways men’s 7s team in the HSBC World 7s Series.
7 days ago
FEATURE NEWS
Qiliho is being questioned for allegations of abuse of office - Acting ACP Raikaci
Chief of Intelligence and Investigations Acting Assistant Commissioner of Police Sakeo Raikaci says the suspended Commissioner of Police, Brigadier Ge...
16 hours ago
LATEST NEWS
Prof. Prasad meets with Indian External Affairs Minister Dr. S Jaishankar
The Deputy Prime Minister and Minister for Finance, Professor Biman Prasad has met with the Indian External Affairs Minister Dr. S Jaishankar in ...
22 minutes ago

Landowner's concerns are a priority to be addressed and they are not forgotten - Ravu
Landowners are not forgotten and their concerns are a priority that needed to be addressed. This has been highlighted by the Minister for ...
25 minutes ago

No performance recognition and lack of rewards are contributing factors to the labor brain drain- Singh
As people always look for better opportunities and living standards, no recognition and lack of reward contributes to the issue of labor brain drain ...
27 minutes ago

Talks with development partners regarding maintaining and upgrading facilities is in process – Tuisawau
My Ministry is holding talks with development partners regarding maintaining and upgrading facilities as such. This was highlighted by the ...
14 hours ago

New govt has sent some quite clear and firm messages about the principles it upholds – Prof. Medcalf
Fiji is an important place whether Fijians want that to be the case or not. This was stated by Australian National University’s National ...
15 hours ago

TOP