No more Angels: Victoria’s Secret rebrands

Lingerie giant Victoria’s Secret is launched on Wednesday, June 16 its new initiative, The VS Collective, led by celebrity activists and women spokespersons.

The VS Collective is described as “an ever-growing group of accomplished women who share a common passion to drive positive change.” Personalities attached to the campaign include US soccer champ Megan Rapinoe, actress and entrepreneur Priyanka Chopra, models Eileen Gu, Paloma Elsesser, Adut Akech, Valentina Sampaio, and journalist Amanda de Cadenet.

“At Victoria’s Secret, we are on an incredible journey to become the world’s leading advocate for women…It’s a shift that we embrace from our core,” CEO Martin Waters said in a statement.

The collective aims to “create revolutionary product collections, compelling and inspiring content, new internal associate programs, and rally support for causes vital to women.” It is “designed to shape the future of Victoria’s Secret.”

The campaign comes nearly 3 years after the last time Victoria’s Secret held its long-time centerpiece event: an annual fashion show that features the brand’s “Angels” – supermodels who wear literal wings and act as ambassadors for the brand. According to The New York Times, it’s unlikely the company will reintroduce their “Angels.”

Victoria’s Secret did not hold a fashion show in 2019 due to low TV ratings and controversies surrounding the brand’s lack of representation and sexism, among other issues.

The company has struggled with various controversies in recent years. In November 2018, former CEO Jan Singer resigned amid “flagging sales” and allegations of lack representation. A year after, the brand collaborated with UK brand Bluebella for a campaign that feature a plus-size woman and a trans woman. – with reports from Angelica Burlaza/Rappler.com

Angelica Burlaza is a Rappler intern.

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