Back in 2019, Victoria’s Secret moved to cancel its annual fashion show for the first time in 2019. At the time, the lingerie brand’s parent company, L Brands, said it was mulling how to “advance the positioning of the brand and best communicate that to customers.”
Victoria’s Secrets announced on Wednesday that, after years of low sales and poor fashion show ratings, it would be launching a rebrand that is more inclusive, and geared toward advocating for women.
Two initiatives – ‘The VS Collective’ and ‘The Victoria’s Secret Global Fund for Women’s Cancers’ – will kickstart the lingerie company’s attempt to modernize its marketing.
Martha Pease, the company’s Chief Marketing Officer, detailed that the VS Collective will serve as a type of brand ambassador program to bring about new collaborations and “cause-related initiatives.”
The first members of the VS Collective include US soccer player and activist Megan Rapinoe, actor Priyanka Chopra, and world champion freeskier Eileen Gu.
Rapinoe tweeted that she was “excited and ready” for the partnership, which she says will “show ALL [sic] women their individual and collective beauty power.”
The move notably comes after the company faced fierce backlash for its “lack of diversity” in its once-annual fashion show – which featured the elite Victoria’s Secret “angels.” In 2019, the company announced that it would cease its fashion shows in order to better cater to its consumers.