The time of the glitzy, glamorous, and crazy skinny ‘Angels’ has come to an end as the brand reveals a huge overhaul in an attempt to remain relevant.

As part of the huge rebranding by Victoria’s Secret, football star Megan Rapinoe and actress/producer Priyanka Chopra Jonas have joined the brand. The pair will be a part of a new group called the ‘VS Collective’ who will replace the ‘Angels’ and work with the company on “collaborations, business partnerships and cause-related initiatives.”

Megan Rapinoe
Priyanka Chopra Jonas

The reason for this is that whilst the brand is still generating billions of dollars in revenue, they have been experiencing a period of decline. Victoria’s Secret’s market share dropped to 21% in 2020, while in 2015, the company had a 32% market share.

This drop in market share has been attributed to the brand’s outdated and sexist representations of women leading to the brand being left being in a changing world. The continuing drop led to the Victoria’s Secret show in 2019 as viewership continued to plummet.

The only reason this change is at all possible is due to Victoria’s Secret preparing to cut ties with their parent company L Brand. Victoria’s Secret CEO, Martin Waters, said to the New York Times, “I’ve known that we needed to change this brand for a long time, we just haven’t had the control of the company to be able to do it.”

Rapinoe, an LGBT+ activist, has been very critical of the brand’s past image and described it as,

“Patriarchal, sexist, viewing not just what it meant to be sexy but what the clothes were trying to accomplish through a male lens and through what men desired.”

She added that the brand “was very much targeted towards younger women,” which she called “really harmful.”

2019 was a terrible year for the brand, along with the cancellation of the show, many current and former, models, employees, and executives called out the misogynistic corporate culture of the company. Former CEO of L Brand, Les Wexner, was also coming under fire for his long friendship with the late sex offender Jeffrey Epstein. Epstein was employed by Wexner to manage his finances but was fired in 2007. Wexner has later said that he was “embarrassed” by the relationship.

CEO Martin Waters told the New York Times that, “When the world was changing, we were too slow to respond.”  That is true but, hey, better late than never.

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