The days of watching size double zero models strut down the catwalk in bedazzled angel wings are over.
Victoria’s secret faced severe backlash from the public who believed the brand promoted unattainable beauty standards for women.
In the face of this criticism, VS has drastically evolved its brand message to celebrate body positivity and diversity.
Although many believe the damage of this hegemonic cultural messaging is already done, VS continues its efforts to uplift and inspire confidence in women.
Following their brand refresh, the company's revitalized 5th Avenue flagship in NYC is officially open! From bras and lingerie to swim and sport, Victoria’s Secret and PINK product assortments are featured throughout the store on body diverse mannequins.
VS announced the creation of two new partnerships as the brand continues its evolution to inspire women with products, experiences, and initiatives that champion them and support their journey.
The new partnerships – The VS Collective and The Victoria’s Secret Global Fund for Women’s Cancers – are designed to positively impact the lives of women.
“At Victoria’s Secret, we are on an incredible journey to become the world’s leading advocate for women,” said Martin Waters, Chief Executive Officer.
“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.”
The VS Collective is an ever-growing group of accomplished women who share a common passion to drive positive change. These extraordinary partners, with their unique backgrounds, interests, and passions, will influence and shape the future of the world’s largest and most recognizable brand for women.
Through social, cultural, and business relationships, The VS Collective will work to create new associate programs, revolutionary product collections, compelling and inspiring content, and rally support for causes vital to women.
Among the first to join the VS collective are Adut Akech, refugee and mental wellness supporter, Megan Rapinoe, LGBTQIA+ Activist, Pay Equity Crusader, and Professional Soccer Player, Amanda de Cadenet, journalist, photographer, and GirlGaze Founder and Equality Advocate, and many more!
“I am honored and grateful to be a part of The VS Collective in celebration of authenticity, community, and love for all women. I believe in the power of The VS Collective and know that together, we can raise our vibration and catalyze positive change throughout the world. Being a trans woman often means facing closed doors to people’s hearts. As a powerful global platform, Victoria’s Secret is committed to opening these doors for trans women like me, by celebrating, uplifting, and advocating for ALL women,” Valentina Sampaio, Vs Collective member.
Among the first initiatives, the founding members of The VS Collective will share their stories in a recurring podcast hosted by award-winning broadcaster, Amanda de Cadenet.
Each episode will showcase the remarkable experiences and perspectives of a member of The VS Collective, as well as reveal further details of their partnership with the brand.
“I believe true change comes from the inside out and that a group of aligned people can shift culture. I welcome the opportunity to be a part of this incredible collective of women and to utilize my creative and professional abilities to prioritize authentic representation of women and support Victoria’s Secret senior leadership in their mission to drive systemic change,” Amanda de Cadenet, VS collective member.
Furthering its mission of being a champion for all women, Victoria’s Secret will launch The VS Global Fund for Women’s Cancers with longstanding partner, Pelotonia.
This groundbreaking initiative will fund innovative research projects aimed at progressing treatments and cures for women’s cancers and investing in the next generation of women scientists who represent the diverse population they serve.
Through the partnership, Victoria’s Secret will grant and award at least $5 million annually to examine and address racial and gender inequities and unlock new innovations that improve cancer outcomes for all women. Annual grants will be awarded to individual scientists or research “dream teams” who are collaborating across institutions.
“I can vividly remember the thrill at sixteen opening a gift from Victoria’s Secret given to me by my aunt. A new era always brings a sense of freedom, and the opportunity to play a part in shaping the evolution and future success of a heritage brand like Victoria’s Secret is so exciting to me. As we work together to chart the path forward in a new and impactful way, I’m not only looking forward to developing future collections that are inclusive of all people, but I am most excited for new customers and for those who have always been a customer of Victoria’s Secret to feel represented and like they belong,” Priyanka Chopra Jonas, VS collective member.
As part of their ongoing commitment to tackling women’s cancer, Victoria’s Secret is joining forces with leading designer and Breast Cancer Awareness champion, Stella McCartney, during Breast Cancer Awareness Month in October. She will bring her experience, perspective, energy, and voice to the mission in order to educate and support.
Laura Miller, Chief Human Resources Officer, stated, “Eradicating cancers, especially female cancers, is a cause important to our associates and our customers. Through the Victoria’s Secret Global Fund for Women’s Cancers and our partnership with Stella McCartney, we believe we can improve access to treatment and early detection methods while educating and empowering women to take control of their own health. In doing so, we can improve and save the lives of millions of women around the world.”
Victoria’s Secret has a long road ahead, but we commend them for redirecting and reshaping a brand identity that has defined the American zeitgeist since 1977.
Photography by: Sourced from Victoria's Secret