After facing years of criticism for promoting stereotypes, the lingerie giant is changing its image and saying goodbye to its winged muses. Now female entrepreneurs and activists will be the new face of the brand, women such as the footballer Megan Rapinoe.
The iconic Victoria’s Secret angels are no more thanks to a huge rebrand at the company. Not only was last year’s show cancelled but now the ‘angels’ models will be removed and replaced.
Having enjoyed enormous popularity around the world, the lingerie brand has announced the end of their “angles” brand and the beginning of a new era at the company, one associated with the selection of models who are inspiring women, not merely pretty faces and perfect bodies.
In an in-depth interview with the New York Times, Martin Waters, the executive director at Victoria’s Secret, said that the angels were no longer culturally “relevant”, as they had been facing a lot of criticism in recent times.
While in its heyday, during the 1990s and early 2000s, the whole world looked up to VS angels such as Gisele Bündchen, Tyra Banks and Heidi Klum, they only presented one definition of “sexy”, something that has become obsolete with the passing years.
“I’ve known that we needed to change the branding for a long time,” Waters told The Times, reflecting on the delay that the company executives suffered in carrying out this necessary change.
“In the old days, Victoria the brand only had one focus, and that was called “sexy”, Water pointed out, and announced the women who will be replacing the angels.