Victoria's Secret finally set to embrace all women

Nikki Wright August 16, 2020
Victoria's Secret finally set to embrace all women
Photo by Dimitrios Kambouris/Getty Images for Victoria's Secret

The iconic lingerie brand Victoria’s Secret has gone through a major shake up over the past year, and not just because of the covid-19 pandemic.

In November 2019, it was announced that the annual Victoria’s Secret Fashion Show was not going to go ahead due to the plummeting figures the show has received since 2018.

The sexy lingerie brand launched its first glittering annual event in 1995 and soon became a big household name being watched around the world by millions each year. The show has helped launch the careers of many of its stunning 6ft plus models, such as Heidi Klum and Miranda Kerr.

With its dazzling multi- million pound bra on display and various musical artists taking to the long runway to perform, there is no wonder the lingerie show has proven to be a marketing success with roaring sales throughout the years.

Photo by Dimitrios Kambouris/Getty Images for Victoria’s Secret

But it all came crashing back to earth at the end of last year. With the announcement that the show will not be aired came criticism over the lack of diversity that the brand is portraying. In an interview with Vogue, Ed Razek who was then-chief marketing officer for L Brands advised that transsexuals should not be allowed to take part in the event, causing a huge backlash which then led to Razek stepping down from his position at the start of last year.

Moving into 2020 and before the pandemic truly took hold, in February it was announced that the fashion retail company L Brands would be selling 55% of its company. Boss Leslie Wexner stepped down in the process as part of the deal to separate Victoria’s Secret from the brand, allowing it to go into another private company in order to “restore its business growth”.

With the recent pandemic hitting the vast majority of industries, Victoria’s Secret was no exception. In July 2020 it was announced that the fashion retailer Next has agreed to take control of the brand within the U.K., fighting off competition from other retailers including Marks and Spencer.

Photo by Aaron Harris/Getty Images

Even with financial backing and the world slowly creeping back into normality, it is going to take a serious change to rejuvenate the brand. It was announced in April that two new brand ambassadors Yang Mi and Zhou Dongyu, both well-known celebrities in China with well established acting careers, are adding to the reshaping of the brand’s new image. Ms Yang was quoted “I want to make sexiness a natural expression in life, and it to become a more positive and beneficial force”.

This is the perfect opportunity for Victoria’s Secret to ring the changes from the models that are walking the future runway to the creative glittery designs that will be available for all women across the globe to purchase.

Having been a fan Victoria Secret for many years, I believe a rebranding has been on the cards for some time. It’s time to introduce new adventures and for the brand to step forward with the new generation.

Have something to tell us about this article?
Let us know