A Mother’s Day campaign, released shortly after its rebrand, went on to feature a pregnant model in a silky pink robe, a deliberate move to reflect a more inclusive range of body types. The new look and feel of the brand, which shed its signature Angels in favor of products that reflected “ what women want,” felt dramatically different and intentional-though perhaps a bit too performative.
Victoria’s Secret aimed to reinvent itself in 2021 too, when it launched its VS Collective campaign featuring plus-size model Paloma Elsesser, LGBTQ+ activist Valentina Sampaio, and US soccer star Megan Rapinoe. In 2020, a New York Times article accused Edward Razek-the former chief marketing officer of L Brands, Victoria’s Secret’s parent company-of creating a “culture of misogyny, bullying, and harassment.” Most notably, it was reported at the time that the company’s then CEO, Les Wexner, had close ties to Jeffrey Epstein, who was charged with sex trafficking of minors and conspiracy to engage in sex trafficking. The event-which once featured top models such as Adriana Lima, Gisele Bündchen, and Heidi Klum-was put on hiatus in November 2019 following VS’s declining sales, poor television ratings, and controversies surrounding the brand. In a statement to The Hollywood Reporter, a spokesperson also emphasized that the brand aims to “reinforce our commitment to championing women’s voices and their unique perspectives.” “We’re going to continue to lean into the marketing spend to invest in the business…and also to support the new version of our fashion show, which is to come later this year,” confirmed the brand’s CFO, Timothy Johnson.
The lingerie brand announced during its 2022 earnings call on Friday that it’s seeking to revamp its Angel-wing–filled production, which was once one of the most anticipated (and watched) in the world. The annual Victoria’s Secret Fashion Show is coming back.
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