To promote the brand, Victoria’s Secret hired new faces.
Victoria Secret has decided to let go of its runway angels and hire women from the off-the catwalk. It has introduced its new collective known as VS Collective.
The lingerie brand has chosen seven women for this collection. They belong to different professions.
Accomplished women who are now the face of the collective
In an attempt to redefine sexy, Victoria’s Secret has gone for a complete rebranding. The new list of rebranding includes women who are athletes, actresses, and activists. These accomplished women have left a striking mark in their respective fields.
Actress Priyanka Chopra Jonas, American soccer player Megan Rapinoe are part of this collective. Along with them, transgender model Valentina Sampaio, freestyle skier Eileen Gu are also the face of this collective.
Besides these women, the Biracial model and inclusivity advocate Paloma Elsesser, photographer Amanda de Cadenet and South Sudanese-Australian model Adut Akech are the new brand ambassadors of ‘VS Collective.’
These women will work with the company on collaborations, business partnerships, and cause-related initiatives.
Fall in Victoria’s Secret’s sales and cancellation of the fashion show
Victoria’s Secret saw a 7.7% drop in sales in 2019. Also, it canceled the 2019 fashion show. The company made this decision after the 2018 fashion show’s viewership fell by 3.3 million. Besides that, it also received a lot of criticism when one of its ex-officer made a transphobic remark.
Victoria’s Secret’s parent company, L Brands, said in May that it had split out the lingerie brand from all its other properties.
Victoria’s Secret introduced sensual lingerie to people during the 1970s. But over the years, due to its display of high beauty standards, other brands overshadowed it. But, the brand is now aiming for a body-positive image.
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