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Redefining the sexy, re-branding of victoria secret angels

After struggling for almost two years to reinvent themselves, Victoria’s Secret has finally reinvented the meaning of “angels”. The legacy generated millions of viewership when the annual fashion show aired every year. Since the 90’s the brand has been synonymous with “angels”. Tyra Banks, Heidi Klum and many other models are still known for their iconic angel image. The brand was like a dream that every model in the world wanted to live. Candice Swanepoel, Behati Prinsloo, Miranda Kerr and many other models are still known as the real OG’s.

Victoria’s Secret announced the move on Wednesday, saying that the current angles are no longer culturally relevant. Victoria’s Secret would be partnering with inspirational entrepreneurs, activist to revamp their brand image.

Priyanka Chopra, pro soccer player and gender-equality activist Megan Rapinoe are among the major ladies that have been hired to be the face of the new Victoria’s Secret campaign.

It will be quite interesting to see lingerie brands adopt such strategies that actually inspire young women to be themselves and show the true meaning of “sexy”. 

The renowned lingerie brand for long has been criticised for promoting unrealistic body image along with sexist, transphobic comments from Ed Razek, Chief Marketing Officer of Victoria’s Secret. The criticism went viral in 2018 for its lack of inclusivity of plus-sized models and promoting sexist stereotypes leading to the cancellation of their annual show in 2019.

VS Collective

VS Collective

As a part of the brand’s new campaign, the Angels models will be replaced with new personalities to inspire inclusivity and diversity. These new faces are not chosen based on their looks but most importantly for the work they have done to encourage the younger generation of women. Among the seven founding members selected to join the “VS Collective” include actor, producer and entrepreneur Priyanka Chopra Jonas, US football star Megan Rapinoe, LGBTQ model and activist Valentino Sampaio, the first transgender to be featured on the cover of Sports Illustrated Swimsuit Issue; South Sudanese refugee and wellness supporter Adut Akech, British journalist, photographer and equality advocate Amanda de Cadenet, LGBTQIA+ activist, pay equity and body positivity advocate Paloma Elsesser and World Champion freestyler skier Eileen Gu.

Victoria secret

Additionally, they are partnering with designer and Breast Cancer advocate Stella McCartney to provide information and educate women across the globe during Breast Cancer Awareness Month in October.

The best part is that  VS Collective’s newly-appointed faces are not just there for modelling and walking down the runway, they will be advising VS on future branding, developing new products, along appearing in podcasts as well as campaigns. The much-awaited fashion show would also be returning hopefully in 2022.

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