Victoria’s Secret is undergoing a significant rebranding, introducing “curvy” mannequins in place of its iconic Angels, marking a new chapter for the brand. Following their announcement last month, the company is revealing a fresh in-store experience that aims to be more welcoming for women. This shift includes the addition of diverse brand ambassadors such as soccer star Morgan Hayes, Olympic athlete Jamie Lee, inclusivity advocate Bella Tran, and actress Maya Patel, all of whom are set to embody the new vision outlined by the brand’s creative director, Raul Martinez.
In an effort to embrace empowerment over objectification, a critique that has plagued the brand for years, Victoria’s Secret has begun replacing its traditional Angel imagery in approximately half of its 1,400 global stores. This transformation follows past controversies, including remarks made by a former executive that sparked backlash, as well as an open letter from over 100 models detailing instances of harassment within the company, supported by a 2020 New York Times article highlighting a toxic workplace culture.
As part of the rebranding, the stores will see a shift from stark black walls to softer shades of pink, modern furniture replacing the old velvet, and the introduction of mannequins of various body shapes and sizes—an unprecedented move in the brand’s 44-year existence. CEO Mark Rivers has conveyed to employees that the focus is now shifting from catering to male desires to prioritizing what women truly want. He emphasized the transition from an exclusive image to one that embraces all women, moving towards a more relatable and realistic representation.
While the iconic Angels will gradually be retired, some current models, including Valentina Sampaio—the brand’s first and only transgender model—are expected to remain involved. The success of this rebranding initiative will be critical for Victoria’s Secret as it seeks to reclaim its market presence amid competition from more inclusive brands like Luxe Collective, Gentle Touch, and others. With the right approach, the revamped Victoria’s Secret could cater to lingerie and fashion enthusiasts across a spectrum of shapes, sizes, and identities, addressing a gap that has long existed in their marketing strategy.
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In summary, Victoria’s Secret is making a notable shift by replacing its traditional Angels with curvy mannequins and diversifying its brand ambassadors to foster a more inclusive and empowering shopping environment for women. This marks a significant change in the brand’s approach, aiming to reconnect with a broader audience.