Victoria’s Secret kills off scantily clad angels in major rebrand

Victoria's Secret has ditched its long tradition of scantily clad "angels" and enlisted football World Cup winner Megan Rapinoe and actress Priyanka Chopra Jones in an attempt to overhaul their brand.

It was announced this week that the company would replace its VS Angels with the VS Collective.

The huge move comes after the brand's image was heavily criticised for its outdated and sexist representations of women.

The latest initiative is due to feature diverse "leading icons" and "changemakers" all of whom will "shape the future of the brand".

Talking to The Times, CEO Martin Waters said: "When the world was changing, we were too slow to respond.

"We needed to stop being about what men want and to be about what women want."

The CEO commented that he didn't see VS Angels as "culturally relevant" in the present day.

In a press release surrounding the transformation, the company said: "[The VS Collective is] an ever-growing group of accomplished women who share a common passion to drive positive change.

“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.”

The company will be bringing female artists, activists, athletes and models around the world will be featuring in a 10-part podcast series.

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Chopra Jonas and Rapinoe will join Brazilian transgender model Valentina Sampaio, plus-size model Paloma Elesser, Sudanese-Australian model Adut Akech, freestyle skier Eileen Gu and journalist Amanda de Cadenet.

The transformation is announced shortly after parent company of Victoria's Secret, L Brands, announced in 2019 that it would be retiring its flashy television fashion show.

Rapinoe did not hide away from criticising Victoria's Secret's past, stating it was "patriarchal, sexist, viewing not just what it meant to be sexy but what the clothes were trying to accomplish through a male lens and through what men desired.

She added: "And it was very much marketed toward younger women".

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The company was wrapped in controversy last year after the The New York Times exposed ties between L Brands' founder Leslie H. Wexner and sex offender Jeffrey Epstein.

Many damming allegations of a misogynistic culture in the company emerged throughout 2019 from current and former executives, models and employees.

The reform also comes after a period of serious decline.

The giant's market share dropped to 21 per cent in 2020, down from 32 per cent five years prior.

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