As an attempt to undo the damage that has been done, Victoria’s Secret is back with an effort to redefine what “sexy” is. The American lingerie company seems to be taking a page out of Rihanna’s Savage X Fenty extravanagaza, both in presentation and in the brand’s inclusive ethos. Saying goodbye to an unrealistic representation of what it means to be a woman, the lingerie brand is back, and this time around they are trying to make amends by locking away their fantasy bras and grand wings, tone deaf ideals, and the occasional sprinkle of cultural appropriation. It’s official: the angel is no more.
The brand’s annual Victoria’s Secret Fashion Show, which featured top models like Adriana Lima and Gisele Bundchen, was put on hiatus in 2019 following declining sales and controversies surrounding the brand, including former head of the company Les Wexner’s close relationship with Jeffrey Epstein. In March, the Victoria’s Secret CFO Timothy Johnson confirmed in a statement that the angel-filled production would be back later this year, drawing mixed reactions.
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On Tuesday, the lingerie fashion giant announced its revamped version of the annual show, but this time around, the brand will be presenting its garments in a pre-taped feature-length film set to premiere in September that is “the ultimate expression of the Victoria’s Secret brand transformation,” Raul Martinez, creative director of Victoria’s Secret, said in a press statement.
The film, which is set to be taped within the next few weeks, is titled The Victoria’s Secret World Tour and is expected to feature a cast of women creators from four cities across the globe, including filmmakers, musicians, artists, and other creatives all working alongside fashion designers.
The brand’s ambitious rebrand saw them swap their angels for a carefully-curated VS Collective that includes Megan Rapinoe, Priyanka Chopra Jonas, and Paloma Elsesser; they finally created a realistic size range, and developed products that provided answers to what it actually means to be a women– from nursing bras to mastectomy bras.
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From having former controversial ties to Epstein to its lack of diversity and inclusion, it’s about time the brand took into account their influence and realistically asked themselves what it actually means to be a woman. For years on end, the brand’s definition of “sexy” was simply unrealistic, prioritizing the male gaze over the consumers that were actually purchasing and putting on their undergarments. At last, the angel is no more.
