By clothing-bag, 04/07/2022

Victoria Secret says goodbye to her "angels" and turns "icon women" in his new image

Like beauty competitions have disappeared from television, Victoria Secret's parade had been in free fall for several years until, for two, it had stopped being carried out.After some controversial accusations against his ex-care and a full-fledged image crisis after the #Metoo, the brand went from being the image of desire and sexuality to that of machismo and reification.With a new CEO, Martin Waters, the lingerie house has just launched its "radical change" of image, one that will modify all the actions of the brand, including a parade that promises to resume, very different, very different, in 2022.

In statements for the NY Times, Waters has affirmed:

Two years ago we claimed that the inclusion of Valentina Sampaio, trans icon of the top models, could revolutionize the brand.Also as the world had changed thanks to an icon of women's football like Megan Rapinoe.Both are two of the new members of Victoria Secretive Collective, the group that replaces the famous Angels and that is based, beyond their physical attractiveness, on a group of icon women.

The new faces of the brand, which in addition to developing products, appearing in ads and developing the next parade will have a podcast, are the bet of a varied vs collective.Of course, maybe not as much as some expected.Others, on the other hand, doubt sales due to some bets.

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Perhaps the most visible face is that of Megan Rapinoe, Golden Ball and icon of the United States soccer team. But let's not forget that this campaign should go, the brand also defines it as LGTBI+ activist and cross of salary equality between men and women. The South Sudan Top Model Aut Aketch also appears, recognized as a model of the year 2020 but also, recalls the brand, refugee and defender of mental health. India Priyankra Chopra also joins as well -known actress, producer and businesswoman. Nor do they forget the teenagers (always reflected in the Pink submarket for the company) with the teenage and professional skier Eileen Gu. The so -called large sizes are represented by an icon of the collective such as Paloma ElseSser; and the trans collective by the aforementioned model, with years of relationship with the brand, Valentina Sampaio. Finally, there is also Amanda Cadenet, journalist and photographer, founder of Girlgaze ("female look").

Victoria Secret dice adiós a sus

The truth is that there are physicists such as those of Adut Aketch, Eileen Gu or Valentina Sampaio who would not have surprised us to see in Victoria Secret any other year, beyond his background:

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But perhaps that is the interesting thing about this deep change in a brand that has represented the last two decades the western prototype of male desire.It is not a blur and new account but a substantial extension, both of physicists and backgrounds.An enrichment beyond the appearance in underwear, created by admirable women in various fields that, although it will be necessary to see if it works in sales, is a real defibrillator running in the chest of a brand to which times wanted to take it for dead.

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