It’s the end of an era, with Victoria’s Secret finally saying goodbye to its ‘Angels’.
The lingerie, clothing, and beauty giant announced the massive rebrand overnight, launching a new campaign featuring a group of diverse women including American soccer star Megan Rapinoe.
The move is being described as one of the “biggest brand turnarounds in recent memory”, with Victoria Secret’s new CEO promising a bigger and better fashion show in 2022.
“When the world was changing, we were too slow to respond,” Martin Waters told the New York Times.
“We needed to stop being about what men want and to be about what women want.”
We are proud to announce an exciting new partnership platform, #TheVSCollective, designed to shape the future of Victoria’s Secret. @adutakech1 @amandadecadenet @mPinoe @priyankachopra Eileen Gu, Paloma Elsesser, Valentina Sampaio https://t.co/IdYrmLWkPM pic.twitter.com/bd9QMhCz2W
— Victoria’s Secret (@VictoriasSecret) June 16, 2021
The new campaign, dubbed “VS Collective”, also features actress Priyanka Chopra Jonas and LGBTQ model and activist Valentina Sampaio, with more women set to be added in the coming months.
The news is receiving mixed reactions from people across the globe.
“This is extremely exciting! I’ve missed shopping in the stores but was never able to actually buy a bra in store and felt out of place for being bigger. I’m so excited for this rebrand”, one person wrote.
While another commented “Such a sad day. I loved the Angels! It was a dream of mine to become one. They were sexy, feminine, and confident. I felt empowered by them. I hope you’ll reconsider bringing them back”.