Re-brand Of Victoria’s Secret With A Woman-Led Board And New Ambassadors
Victoria's Secret to swap out its Angels for new re-branding.
Lingerie giant Victoria’s Secret is attempting potentially the most extreme transformation. The aim is not just to reinvent the brand but the idea of what “sexy” is. The Victoria’s Secret Angels, whose wings and feathers could weigh almost 30 pounds, are collecting dust. The “Fantasy Bra” with diamonds and gems are being traded to celebrate the boss female narrative.
In replacement of the Angels are seven ambassadors including Chinese skier Eileen Gu, models Paloma Elesser and Adut Akech, Brazilian trans model Valentina Sampaio, soccer star Megan Rapinoe, media personality Amanda de Cadenet and actress Priyanka Chopra Jonas.
For decades, the faces of Victoria’s Secret have been supermodels with Jessica Rabbit curves, enforcing the unrealistic beauty standards and stereotypes our women feel like they need to adhere to. CEO Martin Waters commented on the change in approach stating, “When the world was changing, we were too slow to respond. We needed to stop being about what men want and to be about what women want.”
During the transition, Victoria’s Secret has announced an entire new board led by Donna James, director at Boston Scientific. In addition to CEO Waters are Sarah Davis, former president Loblaw Companies, Jacqueline Hernández, former CMO, Hispanic enterprises and content, NBC Universal, Irene Chang Britt, former president of Pepperidge Farm; Lauren Peters former CEO, Foot Locker and Anne Sheehan, former chair of the SEC’s investor advisory committee.
This should be a positive change for the company and will hopefully boost profit and sales as they are becoming more inclusive with sizing.
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