There are no Victoria's Secret Angels in the brand's future
For decades, Victoria's Secret has been synonymous with its supermodels, women who have fronted the label and taken part in the brand's annual fashion show, the top-ranking of which were named Angels. However, in a dramatic new strategy which will see the lingerie brand go in a much more modern direction, the Angels will be replaced with ambassadors who have been brought on board to inspire change and positivity, and have not been chosen for their looks alone. The brand will also be launching a number of new charitable partnerships which will help to support the lives of women all over the world.
These new ambassadors will not be called Angels, but will instead form the VS Collective, which the label describes as "an ever-growing group of accomplished women who share a common passion to drive positive change". The first names on the roster include; Adut Akech, Priyanka Chopra Jonas, Valentina Sampaio, Paloma Elsesser, Megan Rapinoe, Eileen Gu and Amanda de Cadenet.
"With The VS Collective, we are creating a platform that will build new, deeper relationships with all women," Martha Pease, chief marketing officer at Victoria’s Secret said. "Through a series of collaborations, business partnerships and cause-related initiatives, we're bringing new dimensions to our brand experience. 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 brand will also be launching a charitable initiative, the VS Global Fund for Women’s Cancers. Through this, it will fund innovative research projects aimed at progressing treatments and cures for women’s cancers and investing in the next generation of female scientists who represent the diverse population they serve, giving at least $5 million annually to examine and address racial and gender inequities and unlock new innovations that improve cancer outcomes for all women.
These announcements give a strong suggestion about the new direction that the lingerie label plans to go in, which had long been criticised for its sexist and outdated approach to marketing.
"This is a dramatic shift for our brand, and it’s a shift that we embrace from our core," Martin Waters, chief executive officer said. "These new initiatives are just the beginning. We are energised and humbled by the work ahead of us."
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