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Victoria’s Secret is swapping its Angels for activists.
The embattled lingerie brand, which has struggled to maintain its share of the marketplace amid numerous scandals in recent years, announced a new initiative Wednesday with a very different look. Replacing its typical crop of long-legged, bombshell models is a unique group of “trailblazing” women, deemed The VS Collective, “designed to shape the future” of the company.
“We are proud to bring together an unparalleled group of trailblazing partners who share a common goal to drive positive change,” the company wrote in a statement on the rebrand, a clear attempt to move away from its long history of appealing to the male gaze.
In a post-#MeToo era, Victoria’s Secret has largely failed to appeal to a younger generation, being accused of objectifying women and lacking diversity. The company’s former chief marketing officer Ed Razek has made dismissive comments about plus-sized and transgender models, while Les Wexner, the former CEO of parent company L Brands, came under increased scrutiny for his close connection to convicted sex offender Jeffery Epstein, who served as his financial adviser.
More recent investigations have exposed an alleged company culture of misogyny and harassment under Razek and Wexner. This latest announcement marks a stark departure, as the company undergoes a complete restructuring.
“We are creating a platform that will build new, deeper relationships with all women,” Martha Pease, Chief Marketing Officer, said in a press release. “In marrying our new partners’ energy, creativity and perspectives with our network and scale, we can transform how we connect with and show up for women.”
The founding members of The VS Collective will collaborate with the brand on product lines, digital content and internal programs, in addition to supporting women-focused causes. According to The New York Times, the iconic supermodel “Angels,” with their massive bedazzled wings, are gone for good.
Among the new set of brand ambassadors is soccer superstar Megan Rapinoe, an outspoken LGBTQIA+ and equal pay activist who reflects the brand’s pivot away from its narrow view of female beauty standards.
“I am humbled to join this group of incredible women to drive change within the Victoria’s Secret brand and beyond,” Rapinoe said. “So often I felt myself on the outside looking in with brands in the beauty and fashion industry, and I’m thrilled to be creating a space that sees the true spectrum of ALL women. I believe in the power of authenticity and community and am excited to show what can be done through The VS Collective.”
