Victoria’s Secret is getting a makeover and shedding its angel wings for something new with Priyanka Chopra.
The company announced on Wednesday, June 16, that they’ve rebranded by launching two new initiatives: The VS Collective and The Victoria’s Secret Global Fund for Women’s Cancers.
For their new initiative, Victoria’s Secret has roped in Priyanka Chopra, Megan Riponoe and many other “accomplished women who share a common passion to drive positive change,” Victoria’s Secret announced in a press release.
Victoria’s Secret’s revamped direction comes after years of criticism over the brand’s lack of body diversity. The brand faced backlash for not embracing models of all sizes and backgrounds on its runway. Hence, a rebranding has been in order for some time now to match with competitors like Rihanna’s Savage x Fenty line.
“We are proud to announce an exciting new partnership platform, #TheVSCollective, designed to shape the future of Victoria’s Secret,” the brand wrote on Instagram Wednesday. “These extraordinary partners, with their unique backgrounds, interests and passions will collaborate with us to create revolutionary product collections, compelling and inspiring content, new internal associate programs and rally support for causes vital to women.”
According to the New York Times, the collective’s seven founding members will appear in ads, advise the brand, and use their social media to promote Victoria’s Secret.
The brand also plans to expand past lacy lingerie, hoping to secure a better foothold in activewear. “In the old days, the Victoria brand had a single lens, which was called ‘sexy,'” Chief Executive Martin Waters said. This means 2021 has some exciting changes in store.
“With The VS Collective, we are creating a platform that will build new, deeper relationships with all women. Through a series of collaborations, business partnerships and cause-related initiatives, we’re bringing new dimensions to our brand experience. In marrying our new partners’ energy, creativity and perspectives with our network and scale, we can transform how we connect with and show up for women,” Victoria’s Secret’s Chief Marketing Officer Martha Pease saidin a statement.
The company’s CEO Martin Waters added, “At Victoria’s Secret, we are on an incredible journey to become the world’s leading advocate for women. This is a dramatic shift for our brand, and it’s a shift that we embrace from our core. These new initiatives are just the beginning. We are energized and humbled by the work ahead of us.”
Speaking on her part, Priyanka Chopra spoke about the “impactful” future of the Victoria’s Secret’s brand.
“As we work together to chart the path forward in a new and impactful way, I’m not only looking forward to developing future collections that are inclusive of all people, but I am most excited for new customers and for those who have always been a customer of Victoria’s Secret to feel represented and like they belong,” Chopra said.
The inaugural VS Collective women include actress Chopra, 38, United States Women’s National Soccer Team player Rapinoe, 35, South Sudanese-Australian model Adut Akech, Los Angeles journalist and photographer Amanda de Cadenet, Chinese skier and women’s sports advocate Eileen Gu, British model and activist Paloma Elsesser, and Brazillian model Valentina Sampaio who became Victoria Secret’s first transgender model in 2019.