Victoria's Secret is on its way to redemption. The lingerie brand that was once enmeshed in controversy (‘Angels’ in Hell: The Culture of Misogyny Inside Victoria’s Secret https://nyti.ms/31fz0BT) is finally making an effort to rebrand itself.

Notorious for hyper sexualizing women, the brand was finding it hard to resonate with modern customers.

The once popular Victoria's Secret fashion show was also canceled in 2019, after receiving widespread criticism. However, the official answer was that L Brands — the parent company of Victoria's Secret and Bath & Body Works — wanted to “evolve the marketing” of its signature lingerie brand, and the show itself had no immediate impact on sales of its bras and underwear.

The show's cancellation seemed like the end for the lingerie brand.

But recently, VS has announced "an exciting new partnership platform, #TheVSCollective, designed to shape the future of Victoria's Secret."

The brand will be working with 8 women, famous for their achievements and not their proportions. They include Megan Rapinoe, the 35-year-old pink-haired soccer star and gender equity campaigner; Eileen Gu, a 17-year-old Chinese American freestyle skier and soon-to-be Olympian; the 29-year-old biracial model and inclusivity advocate Paloma Elsesser, who was the rare size 14 woman on the cover of Vogue; and Priyanka Chopra Jonas, a 38-year-old Indian actor and tech investor, among others.

Gone are the days of the 'fantasy bra' and Jessica Rabbit proportioned women. We can finally expect some inclusivity from Victoria's Secret.

From: https://nyti.ms/3cPfQKd