The world-famous brand is making over its brand image – and it is set to not include supermodels.
Lingerie brand Victoria’s Secret is launching a new marketing campaign starring a diverse slate of models of all shapes and sizes. It is also announcing a new initiative called The VS Collective that will work to create “new associate programs, revolutionary product collections, compelling and inspiring content, and rally support for causes vital to women,” Victoria’s Secret stated.
The move comes as the brand’s parent company, L Brands, is set to separate Victoria’s Secret and Bath & Body Works into two publicly traded companies through a tax-free spinoff that should be completed in August 2021. When the split happens, the Victoria’s Secret board will be made up of seven directors, six of whom will be women, including the chair. The lone male of the board will be Victoria’s Secret CEO Martin Waters.
“At Victoria’s Secret, we are on an incredible journey to become the world’s leading advocate for women,” said Waters. “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.”
