Priyanka Chopra joins Victoria’s Secret’s VS Collective in brand revamp to embrace inclusivity: “Honored to serve as an ambassador”
Victoria’s Secret, the lingerie giant synonymous with its glamorous runway shows featuring “Angels” in skimpy attire, is undergoing a dramatic makeover. In a move to shed its outdated image and embrace inclusivity, the brand has announced the VS Collective, a group of seven accomplished women who will replace the Angels as the face of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 a part of it.
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 amplifying voices within the VS20 communities with the Victoria’s Secret Impact Fund. I’m honored to serve as an ambassador for this vital cause and spotlight the incredible organizations we’re working with to invest in women and communities on a global scale. We’re working with organizations including @promujer, dedicated to providing Latin American women with access to crucial health and financial services, @smartworkscharity, empowering unemployed women in the UK through coaching and professional attire, and @artesumapaz, our partner in establishing a year-long fellowship for Colombian women creatives, and more.”
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As reported by The New York Times and Cover Media, Victoria’s Secret has faced mounting criticism in recent years. The brand’s focus on a narrow definition of beauty, featuring a homogenous group of mostly white, impossibly thin models, clashed with evolving societal values. Additionally, marketing campaigns often relied on hyper-sexualized imagery, and former chief marketing officer Ed Razek’s controversial comments excluding plus-size and transgender women further damaged the brand’s reputation. This lack of inclusivity translated into declining 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 a significant change, Victoria’s Secret has initiated a major rebranding effort. The VS Collective, unveiled this week, signifies a dramatic shift away from the brand’s past. This new group isn’t just about replacing pretty faces. The VS Collective comprises seven remarkable women who have achieved success in diverse 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 champion causes important to women, aligning the brand with social issues that resonate with its target audience. This collaborative approach fosters a deeper connection between Victoria’s Secret and its customers.
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