Victoria’s Secret rebrand: angels are out, activism is in

Victoria’s Secret rebrand: angels are out, activism is in

THE WHAT? Victoria’s Secret has announced a significant change of tack in its marketing methods. Gone are the brand’s notorious ‘Angels’ and instead, the L Brands-owned underwear maker has announced the creation of The VS Collective of leading icons and change makers.

THE DETAILS The VS Collective is described as an ‘ever-changing’ group of accomplished women who share a passion to drive positive change. The first to join include model and mental wellness supporter, Adut Akech; LGBTQIA+ activist, Megan Rapinoe; entrepreneur and actor, Priyanka Chopra Jones and body positive advocate Paloma Elsesser, among others.

The collective will share their stories in a recurring podcast hosted by member and award-winning journalist Amanda de Cadenet and will launch the VS Fund for Women’s Cancers with longstanding partner Pelotonia.

THE WHY? The initiative is part of a wider mission to drag the high street fashion label into the 21st century and shift its somewhat traditional marketing methods to better align with the Gen Z zeitgeist. Martin Waters, Chief Executive Officer, Victoria’s Secret, explains, “At Victoria’s Secret, we are on an incredible journey to become the world’s leading advocate for women. This is a dramatic shift for our brand, and it’s a shift that we embrace from our core. These new initiatives are just the beginning. We are energized and humbled by the work ahead of us.”

IN CONVERSATION WITH...

FORMULA FRIDAY

FASHION

TRAVEL

WELLNESS

PROFESSIONAL BEAUTY

OPINION

TOP 50 BRANDS