Rebranding lingerie to please women, not men.
When most of us hear "Victoria's Secret" pop up in conversation, the image of a tan, toned, skinny model pops into our minds, right?
For decades, the lingerie brand has promoted a near-impossible beauty standard by mainly hiring extremely thin models with flawless hair and skin; even the recent inclusions of "plus-sized models" tend to fault cellulite and stretch marks. The company has received criticism that the sultry ambiance of its stores, the risqué campaigns, and the size-zero supermodels who strut the annual runway shows showcase the way men define sexy in our society--not women.
Victoria's Secret 2018 Runway Show; photo via ABC Mundial
Victoria's Secret decided to undergo major reforms to create a new brand image that attempts to empower women of all shapes, sizes, ethnicities, sexual orientations, etc. The new executive team is mainly composed of women, turning over a new leaf after years of reported misogyny in the corporate workplace. In an interview with The New York Times, newly-appointed Chief Executive Martin Waters stated, "We need to stop being about what men want and to start being about what women want" (nytimes.com).
The brand plans to swap the 32B mannequins for a variety of sizes and expand their products to include items such as mastectomy bras, maternity attire, and more comfortable activewear (bye-bye, push-up sports bras!)--all of which were excluded for decades because they were seen as "less sexy."
As a part of the rebrand, Victoria's Secret created a campaign called the "VS Collective" as the forefront of its new advertising strategy. Composed of 7 powerful and successful women from different backgrounds, including body advocate Paloma Elsesser and soccer player Megan Rapinoe, the group is the public face of the brand's positive change.
Photo via Bloomberg.com. From left to right: Megan Rapinoe, Paloma Elsesser, Valentina Sampaio, Eileen Gu, Amanda De Cadenet, Adut Akech, Priyanka Chopra Jonas.
Though Victoria's Secret is one of the leading lingerie brands in the world, it's way behind the Gen-Z era of promoting body positivity and LGBTQ+ inclusivity. Now the company faces increasing pressure from its more inclusive competitors. Rihanna's lingerie company, Savage X Fenty, has abundantly included transgender, plus-sized, and disabled models in campaigns and shows. Abercrombie & Fitch is also shedding its toxic past; its "Face Your Fierce" campaign includes transgender activist and model Leyna Bloom, as well as other changemakers.
Leyna Bloom in Abercrombie & Fitch campaign; photo via today.com
So, why has it taken one of the leading lingerie brands so long to get with the times? While Victoria's Secret has finally taken the initiative to create a more inclusive and empowering image, the company must continue to match its words with actions for real change to happen--and fast.
As consumers, we must actively hold brands accountable for the messages they promote. Before you purchase clothing or accessories, take a moment to research the brands you support. If we continue to put pressure on companies with corrupt motives or unjust backgrounds, perhaps more and more brands will reform for the better.
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