Victoria’s Secret throws off its angel wings for something stronger. On June 16, the lingerie brand announced that its next chapter would be headed by influential women from a variety of industries. The professional athlete Megan Rapinoe, the actress Priyanka Chopra, the photographer Amanda de Cadenet, the skier Eileen Gu and the models Adut Akech, Paloma Elsesser and Valentina Sampaio form the new partnership platform of Victoria’s Secret: VS Collective.
“We’re proud to announce an exciting new partnership platform, #TheVSCollective, designed to shape the future of Victoria’s Secret,” the brand wrote on Instagram on Wednesday. “These extraordinary partners with their unique backgrounds, interests and passions will work with us to create revolutionary product collections, compelling and inspiring content, new in-house affiliate programs and rally support for important women’s concerns.”
Victoria’s Secret’s revamped direction comes after years of criticism of the brand’s lack of physical diversity. The controversial annual fashion show celebrated its last year in 2018, around the same time controversial former CMO Ed Razek resigned after making transphobic comments defending the show’s exclusive casting decisions. Competitors like Rihanna’s Savage x Fenty line quickly claimed the space that Victoria’s Secret lacked. A rebranding has been the order of the day and a new group is ready to begin the next chapter.
According to the New York Times, the seven founding members of the collective will appear in ads, advise the brand and use their social media to promote Victoria’s Secret. The brand itself will expand beyond lace bras and underwear in hopes of providing better support in activewear. “The Victoria brand used to have a single lens called ‘sexy’,” said Chief Executive Martin Waters. However, in 2021 the angels will run out to make way for a new vision. Yes, Martin said there will likely be another fashion show next year, but like the rest of the brand, it will be a different experience. We are excited to see what this change will bring.
Image Sources: Getty / Melodie Jeng, Getty / Stephane Cardinale, and Getty / Jeremy Reper
