The American lingerie company has long defined beauty through its runway shows, but as the brand grapples with declining sales and backlash over its ties to disgraced producer Jeffrey Epstein, it’s rebranding itself. Rather than continue to define beauty from a male fantasies perspective, it’s shifting its focus to include women of all shapes and sizes in a bid to better connect with consumers.
The first show since 2018 is scheduled for fall, and the lingerie giant has hired a diverse group of new models to showcase its wares. The VS Collective, which includes the likes of American soccer player Megan Rapinoe and Indian actress Priyanka Chopra-Jonas, is meant to challenge the notion of what it means to be an “Angel.”
In the past, the Victoria’s Secret fashion show was a spectacle that showcased the lingerie brand’s elite collection of models. The televised event was a must-see for anyone interested in the latest trends in body-con dresses, bralettes and shapewear that would get them ready for any night out or date. The event’s timeworn playbook of sexy models—who were mostly white and rail-thin—was watched by millions, but the show lost its shine in the late 2010s after a series of controversies around its use of the word “perfect,” its refusal to cast curvy women and controversial comments made by a former marketing executive.
Founder Leslie Wexner’s company has been undergoing a transformation in recent years, with new CEO Jan Singer, who joined the company from Nike and Spanx in 2016, trying to revive its brand image with a softer, more inclusive vision of femininity. But critics say that while the company has adopted some superficial changes, it’s failing to fully address the underlying issues that caused its fall from grace.
With a renewed emphasis on inclusivity, the brand is starting to see some success. Its 2019 show featured not only its usual lineup of Angels—Gigi and Bella Hadid, Paloma Elsesser, Joan Smalls, Irina Shayk, Eva Herzigova and Lila Moss—but also veterans like Kate Moss and her daughter, as well as curve models including Ashley Graham, Valentina Sampaio and, for the first time ever, transgender model Alex Consani.
But the real change is likely to be on the merch shelves. The company has been adjusting its product lines to reflect the shift away from padded bras and push-ups toward lace and strapless options. It’s also been expanding its body-positive campaign with ads featuring women of all shapes and sizes in their underwear.
While the change is still in progress, it’s encouraging to see a company once synonymous with a “perfection” narrative take note of how much work it needs to do to be more welcoming of all bodies—and how much better it will serve its customer base as a result. The world can always use more beauty, and Victoria’s Secret is making a big effort to provide it.