Victoria’s Secret, the iconic lingerie brand known for its glitzy fashion shows featuring supermodels in angel wings, has recently announced a major rebranding effort that aims to transform the company’s image and ethos. The decision comes in the wake of growing criticism over the brand’s lack of inclusivity and representation of diverse body types and races. The move is seen as a significant departure from the company’s traditional image, which has been criticized for promoting unrealistic beauty standards and objectifying women.
The brand’s parent company, L Brands, has stated that Victoria’s Secret will now focus on inclusivity and diversity, as well as women’s empowerment. As part of this new direction, the company has appointed a diverse group of women, including actress and producer Priyanka Chopra Jonas, soccer star Megan Rapinoe, and transgender model Valentina Sampaio, to its new advisory board. The board will provide input on product development, marketing, and branding.
Victoria’s Secret has also announced that it will be launching a new marketing campaign, which will feature a diverse cast of models, athletes, and activists, all of whom represent a range of sizes, shapes, and backgrounds. The company will also be expanding its size range, offering more options for plus-size women.
The rebranding effort has been welcomed by many who have long criticized Victoria’s Secret’s lack of inclusivity. Many have pointed out that the company’s narrow definition of beauty has contributed to negative body image issues and has alienated many potential customers. The decision to embrace a more diverse and inclusive approach is seen as a step in the right direction, and one that may help the company appeal to a wider audience.
However, some critics have questioned whether the rebranding effort is enough to address the underlying issues with the brand. They argue that Victoria’s Secret’s emphasis on sexuality and beauty remains fundamentally unchanged, and that the company’s new approach is merely a cosmetic change. Others have pointed out that other brands, such as Savage X Fenty, have already embraced inclusivity and diversity, and that Victoria’s Secret is simply following a trend.
Despite these criticisms, Victoria’s Secret’s rebranding effort represents a significant shift for the company. The move signals a recognition of the need to embrace a more inclusive and diverse approach, and to move away from the narrow definition of beauty that has characterized the brand for so long. Whether the rebranding effort will be enough to turn around the company’s fortunes remains to be seen, but it is clear that Victoria’s Secret is taking steps to address the criticisms that have long dogged it.
