Victoria’s Secret’s Move To Ditch The Lingerie Models For Real Women Like Priyanka Chopra Feels Gimmick-y
It might be called Victoria’s Secret but it’s no secret that company and the brand has, for every long now, favoured only a certain type of woman. These women were called “girls” and each of them looked exactly the same. Tall or extremely tall, legs that go on for days and a body that doesn’t have even a millimetre of fat. They would strut down the runways in their diamond-encrusted bras and big wings for Victoria’s Secret. Sure, there were murmurs of the brand being sexist and that these beauty standards were impossible to achieve but since the bottomline was moving, nobody cared.
Why Did Victoria’s Secret Change Its Strategy?
But then suddenly, the bottomline wasn’t moving and in 2019, the fashion show was cancelled. It was shocking because this is what horny teen boys waited for. Les Wexner, the CEO of L Brands which owns Victoria’s Secret at that time, apparently wrote, “Fashion is a business of change. We must evolve and change to grow. With that in mind, we have decided to re-think the traditional Victoria’s Secret Fashion Show. Going forward we don’t believe network television is the right fit. In 2019 and beyond, we’re focusing on developing exciting and dynamic content and a new kind of event—delivered to our customers on platforms that she’s glued to… and in ways that will push the boundaries of fashion in the global digital age.”
But at that time, it seemed like the fashion show was only shifting mediums. But honestly, the brand has been out of touch with the audience for a while now. For the women who have witnessed the #MeToo movement and are constantly spending their money on brands that are inclusive, Victoria’s Secret was falling behind in thought and sales. And even while the brand struggled to make the brand relatable (having a Gisele Bundchen walking down the ramp isn’t the way to do it), allegations of sexual misconduct and harassment started making the rounds (you can read more about it here.)
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So What Is Victoria’s Secret Doing Now?
Accused of being flagrantly racist and sexist, Victoria’s Secret has now clambered on the inclusivity wagon with real women in tow. Priyanka Chopra has been signed up with the brand. Sportswomen, transgender models, everyone has been thrown into the mix. In theory, it’s the right thing to do. But at this point, when every brand is fighting for the customer’s dollar, the brand’s ethos comes into play. And Victoria’s Secret doesn’t have much in this corner. The whole women empowerment spiel seems like a move that’s been made because that is what might sell. For a flailing brand with falling sales, this is perhaps a last ditch attempt to find buyers.
We see you Victoria’s Secret, trying to get my money because you now empower women. But for a generation of women who grew up watching your “angels” being sexualised to an alarming degree, we are not sure we want to fill your coffers just yet.
