For the longest time, Victoria’s Secret Angels were the envy of many women. With toned physique, outworldly confidence, and gorgeous looks, many dreamt to have these unrealistically slim bodies. Victoria’s Secret also seemed to be appeasing men and changing their expectations of standards of beauty for women.
However, the brand has decided to completely re-brand itself. No more would the company be promoting scantily-clad models that exhibited unrealistic body standards or appeasing their male viewers, this re-branding is for the women.
Instead of having models to promote their products, Victoria’s Secret has roped in women known for their accomplishments in lieu of their bodies. They include Megan Rapinoe, a football star and gender equity campaigner; Eileen Gu, a Chinese American freestyle skier, and a future Olympian candidate; the biracial model and inclusivity advocate Paloma Elsesser the first size 14 woman on the cover of Vogue; and Priyanka Chopra Jonas, an actor, producer, and entrepreneur amongst many other.
The seven women that form the VS Collective, will not only promote the VS products but will also be advising the brand. Victoria’s Secret will no longer be a company headed by men completely, instead it’ll be a new team and a new set of board directors where the majority would be women.
Victoria’s Secret stated that the re-branding is taking place to redefine what sensuality and confidence is all about. Being sensual or confident isn’t privy to one particular group of women (models), instead it’s all women. Bodies aren’t what create the essence of sensuality, it’s who they are and their personalities that do so. In doing so, Victoria’s Secret is breaking down the stereotypes that they once built their brand on.
The brand will no longer please men and sell to their fantasies but rather focus on women and women only, a stark difference from what they used to be.
According to Martin Waters, Victoria’s Secret’s chief executive, “When the world was changing, we were too slow to respond. We needed to stop being about what men want and to be about what women want.”
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