Victoria’s Secret Recruits Priyanka Chopra Jonas, Megan Rapinoe and More for Rebranding Initiative
Aiming to redefine ‘sexy.’
Lingerie label Victoria’s Secret has embarked on a new rebranding journey, radically transforming its identity with a sweeping initiative that aims to promote inclusivity and redefine what it means to be “sexy.” Gone are the days of the traditional “Angels,” instead consumers will see body-inclusive mannequins and an expansion into areas like sportswear.
The brand has also tapped a few prominent and distinguished women who will serve as advisers, spokespeople and promoters. Named the “VS Collective,” the group is comprised of actor and producer Priyanka Chopra Jonas, football superstar and activist Megan Rapinoe, model Adut Akech, transgender model Valentina Sampaio, plus-size model Paloma Elsesser, freestyle skier Eileen Gu, and photographer Amanda de Cadenet.
“As a gay woman, I think a lot about what we think is sexy, and we are afforded the ability to do that, because I don’t have to wear the traditional sexy thing to be sexy and I don’t think the traditional thing is sexy when it comes to my partner or people I’ve dated,” Rapinoe told the New York Times in an interview. “I think functionality is probably the sexiest thing we could possibly achieve in life. Sometimes just cool is sexy too.”
Victoria’s Secret has faced criticism in the past for its lack of inclusivity, failing for many years to update its messaging and identity. The overhaul comes as a much-needed refresh for the brand, as more and more consumers pressure corporations to promote diversity and keep up with the times.
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