Victoria's Secret, known for its glamorous runway shows featuring “Angels” in skimpy outfits, is undergoing a dramatic makeover. To shed its outdated image and embrace inclusivity, the brand has announced the VS Collective, a group of seven accomplished women who will replace the Angels as the face of Victoria's Secret. Priyanka Chopra is part of it.
Priyanka Chopra joins Victoria's Secret's VS Collective to renew the brand to embrace inclusivity: “It's an honor to serve as an ambassador”
Taking to her Instagram on Tuesday, Priyanka Chopra wrote, “I'm thrilled to partner with @victoriassecret as we continue our journey towards gender equality and elevating voices within VS20 communities with the Victoria's Secret Impact Fund. I'm honored to serve as an ambassador for this important cause and spotlight the incredible organizations we're working with to invest in women and communities globally. We're working with a number of organizations including @promujer, dedicated to providing Latin American women with access to critical health and financial services, @smartworkscharity, empowering unemployed women in the UK through coaching and professional attire, and @artesumapaz, our partner in establishing a one-year fellowship for Colombian female creatives, and so many more.”
As The New York Times and Cover Media have reported, Victoria's Secret has faced increasing criticism in recent years. The brand's focus on a narrow definition of beauty, consisting of a homogenous group of mostly white, impossibly thin models, clashed with evolving societal values. Additionally, marketing campaigns often relied on hyper-sexual imagery, and former chief marketing officer Ed Razek's controversial comments about excluding plus-size and transgender women further damaged the brand's reputation. This lack of inclusivity led to a decline in sales. Consumers increasingly sought out brands that reflected a broader spectrum of body types, ethnicities, and backgrounds. Victoria's Secret, once a leader in the lingerie industry, found itself struggling to keep pace.
Recognizing the need for significant change, Victoria's Secret has launched a major rebranding effort. The VS Collective, unveiled this week, marks a dramatic shift from the brand's past. This new group isn't just about replacing pretty faces. The VS Collective is comprised of seven remarkable women who have achieved success in a variety of fields. The Collective's diverse voices include Priyanka Chopra Jonas, Megan Rapinoe, Adut Akech, Valentina Sampaio, Eileen Gu, Paloma Elsesser and Amanda de Cadenet.
The Collective will also advance issues important to women, connecting the brand to social issues that resonate with its target audience. This collaborative approach develops a deeper connection between Victoria's Secret and its customers.
Also read: Priyanka Chopra reunites with Nick Jonas and enjoys family picnic in latest Instagram post
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