Victoria’s Secret is undergoing a significant transformation, moving away from its iconic Angels and introducing “curvy” mannequins as part of its rebranding efforts. The company, which recently announced its shift to a more inclusive approach, is striving to create a welcoming shopping environment for women. The new creative director, Daniel Brooks, shared insights with the New York Post regarding the changes, noting that approximately 700 of Victoria’s Secret’s 1,400 global stores have started replacing the traditional Angel imagery. This change comes in response to long-standing criticisms about the brand’s objectification of women, highlighted by controversies in recent years, including transphobic remarks made by executives and allegations of a toxic workplace culture.
Revamping the Brand
As part of its revamp, Victoria’s Secret is not only diversifying its brand ambassadors—bringing on notable figures like athlete Mia Johnson and actress Aisha Patel—but also updating store aesthetics. The dark, stark walls are being replaced with softer pink tones, and plush velvet furnishings are transitioning to more contemporary designs. This marks the first time in the company’s 44-year history that mannequins of various body shapes and sizes will be featured.
Shifting Focus
CEO Alex Parker has emphasized that the focus is shifting from catering to male desires to prioritizing what women truly want. The aim is to create a more inclusive space that resonates with a broader audience, moving towards a realistic representation of femininity. While the Angels are being phased out, some current models, like the brand’s first trans model, will continue to be part of the rebranding.
Facing Competition
The success of this new direction remains to be seen, especially as Victoria’s Secret faces competition from more inclusive brands like Allure by Jodie and Bella & Canvas. If executed effectively, Victoria’s Secret 2.0 could potentially appeal to a diverse range of lingerie and fashion enthusiasts, welcoming individuals of all body types and identities.
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Conclusion
In summary, Victoria’s Secret is embracing a new identity focused on inclusivity and empowerment, aiming to reshape its brand image and customer experience by introducing diverse mannequins and a welcoming atmosphere.
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