Victoria’s Secret Rebranding: A Shift Towards Inclusivity

Victoria’s Secret is undergoing a significant rebranding, moving away from its iconic Angels to introduce “curvy” mannequins in stores. This transformation comes as part of a broader effort to create a more inclusive shopping experience for women. Recently, the company unveiled plans to feature a diverse array of brand ambassadors, including athletes and activists like soccer star Megan Rapinoe and inclusivity advocate Paloma Elsesser.

A New Direction

Creative director Raul Martinez shared with the New York Post that around half of Victoria’s Secret’s 1,400 locations have begun replacing the traditional Angel imagery. This decision aims to empower rather than objectify women, addressing criticisms that have marred the brand’s reputation, especially following controversial comments made by executives in 2018. In light of these challenges, the brand is also revamping its store designs, opting for softer color palettes and modern furnishings alongside mannequins representing a variety of body types—a first for the brand in its 44 years.

Shifting Focus

CEO Martin Waters has communicated a shift in focus from catering to male desires to prioritizing what women want. He emphasized the change from an exclusive to an inclusive approach, aiming to resonate with a broader audience. While the iconic Angels are being phased out, some current models, including Valentina Sampaio, the brand’s first trans model, will continue to represent Victoria’s Secret.

The Road Ahead

It remains to be seen whether this rebranding will successfully attract shoppers who have turned to more inclusive competitors such as Savage x Fenty and Knix. The hope is that Victoria’s Secret 2.0 will embrace lingerie lovers of all shapes, sizes, and identities, marking a significant evolution for the brand.

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Conclusion

In summary, Victoria’s Secret is shifting its brand identity to foster inclusivity and empowerment among women, departing from its traditional marketing strategies. This evolution aims to attract a wider customer base by embracing diversity in body types and experiences, potentially revitalizing the brand in a competitive market.