The paradise of lingerie lovers, Victoria’s secret is up for a change this summer. They are getting a complete makeover. Priyanka Chopra, the fashion icon of India added an Indian glow to it by being a part of it.
Victoria’s Secret abandoned its Angels and collaborated with seven diverse personalities to launch their new initiative #The VS Collective. Victoria’s Secret described this partnership as “to shape the future of Victoria’s Secret”.
Victoria’s Secret ditched its angel wings
Victoria’s Secret is the behemoth of lingerie brands. Established in 1977, Victoria’s Secret became an icon of lingerie fashion.
Angels of Victoria’s secret have been reigning the lingerie world since the 1990s. Angels of Victoria’s Secret are models with angel wings, in brand lingerie. But after all these years, the Angels of Victoria’s Secret are overhauled. One could say that controversies surrounding Victoria’s Secret led to the new initiatives. Victoria’s Secret was always accused of being hyper-sexual. In 2019 Victoria’s Secret models signed a petition for sexual harassment against the CEO of the company. The chief marking officer Ed Razek also stepped down from his position due to the accusations of sexual harassment. After all, these invent, in 2020 Victoria’s Secret cancelled its iconic fashion show.
Since the cancellation of Victoria’s Secret Fashion Show and Victor’s Secret Angels, there were no other new initiatives announced. But last 16th, Victoria’s Secret announced two new initiatives, The VS Collective and the Victoria’s Secret Global Fund for Women’s Cancers.
The VS collective in collaboration with inspiring women to support vital women causes through promoting the brand. The Victoria’s Secret Global Fund for Women’s Cancers is an initiative to support women suffering from cancer. According to the press, “Victoria’s Secret Global Fund for Women’s Cancer will donate at least five million dollars annually to examine and address racial and gender inequities and unlock innovations that improve cancer outcomes for all the women”.
The VS Collective
The VS collectives is a collaboration with seven inspiring women with different niches. According to Martin Waters, the chief executive of the brand the VS collective is focusing on “what women want” instead “what men want”. Victoria’s Secret’s official page says that “We are proud to bring together an unparalleled group of trailblazing partners who share a common goal to drive positive change. These extraordinary partners with their unique backgrounds, interest, and passion will collaborate with us to create revolutionary product collections, compelling and inspiring content, new internal associate programs, and rally support for causes vital to women”. “It’s time for a change” responded the social media.
The seven women collaborating with Victoria’s Secret are diverse personalities with different backgrounds. The members of #The VS Collective are Adut Akech, Amanda De Cadenet, Eileen Gu, Megan Rapinoe, Palom Elsesser, Priyanka Chopra Jonas, Valentina Sampaio. Adut Akech is a refugee, mental wellness supporter, and a South Sudanese – Australian model. Amanda De Cadanet is a Los Angeles journalist, photographer, Girlgaze founder, and an equality advocate. Eileen Gu is a world Chinese champion freeskier, youth and womens’ sports advocate, and model. Megan Rapinoe is an LGBTQIA+ activist, pay equity crusader, and United States Women’s National soccer team player. Palom Elsesser is a body advocate, a community creator, and a British model. Priyanka Chopra Jonas is an actor, producer, and entrepreneur. Valentino Sampaio is an LGBTQIA+ activist, an actor, and a Brazilian model. Valentino is the first transgender model of Victoria Secret’s.
The seven women are the representatives of “accomplished women who share a common passion to drive positive change” announced Victoria’s Secret in the press conference.
Martha Pease, marketing officer of Victoria’s Secret stated that “With The VS Collective, we are creating a platform that will build new deeper relationships with all women. Through series of collaboration business partnerships and cause-related initiatives, we are bringing new dimensions to our brand experience. In marrying our new partner’s energy, creativity, and perspectives with our network and scale, we can transform how we connect with and show up for women.”
Martin Waters, CEO of Victoria’s Secret supported Martha Pease’s comment, “At Victoria’s secret we are 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.”
Priyanka Chopra’s Response
Priyanka Chopra tweeted and shared her excitement with her fans through social media. She posted “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 about new customers and for those who have always been a customer of Victoria’s Secret to feel represented and like they belong”.
Priyanka Chopra thanked her fans, “Representation matters. It’s crucial for us to show everyone ALL over the world that they matter and are seen! As a founding partner of #TheVSCollective and advisor to the business, this is exactly what I intend to do. It’s been so incredible to see your reactions to yesterday’s announcement. It’s fuelled me further and I am excited to bring about meaningful change at one of the world’s most iconic brands. I’m so proud to be in the company of the Collective of incredible women that will helm this change.”
She also added, “PS: Thank you to my dream team for always thinking big with me. For going on the wild rides, I want to embark upon. And fighting the big fights! Love you and am especially proud of you on this one! @anjula_acharia @jamesgboulter @sonyaguardo @danasupnick”
The founding members of The VS Collective including Priyanka Chopra will promote the band by modeling for the products and promoting the products and brand on social media. The women who collaborated with Victoria’s Secret are from different niches like skiing, football, acting, modeling, journalism, etc.
Victoria’s Secret is hoping to be the leading advocate and an empowerment for women via The VS Collective.