Women’s lingerie and loungewear company VICTORIA’S SECRET has introudced a brand new campaign titled Think You Know Us? as a part of their rebranding and new VS NOW platform which centers around advocating for women. The stars of the campaign are VS Collective members Paloma Elsesser, Sofia Jirau, Adut Akech, Imaan Hammam and more. The fashion film celebrates the Victoria’s Secret of today, pointing out the changed perspective of the brand after their numerous scandals and falling cultural credibility. The campaign features women of of different skin colors, ages, shapes and abilities wearing the latest pieces from the Victoria’s Secret collections.
Meet the new Victoria’s Secret. It is our vision to become the world’s leading advocate for women. To us, advocacy means making sure that you are seen, heard, and represented in all that we do. This isn’t just philosophical, it’s fundamental. We see our support as a collective responsibility – central to our associate culture, workforce, development, and customer experience. We infuse this philosophy into product launches, marketing campaigns, and all of our merchandising, design, and creative initiatives. Most importantly, we welcome all women and their experiences. We have centered ourselves around what a customer wants and needs. We have moved from promoting an exclusionary view of what is sexy, to celebrating women throughout every phase of their lives. – from Victoria’s Secret
In the midst of their new campaign, HULU introduced Victoria’s Secret: Angels and Demons documentary directed by Matt Tyrnauer, which centers around the 2000’s cultural phenomenon and traces the rise and fall of one of the most successful retail companies in the United States and around the world, mapping out the social context that allowed the brand to thrive and the cultural shift that brought it to its knees. The extravagant and televised runway shows were canceled in the wake of the #MeToo movement and allegations made against Jeffrey Epstein and Leslie H. Wexner, the founder of Victoria’s Secret. After that brand struggled to find a stable ground and introduce versatile pieces for every women. Will this rebranding take Victoria’s Secret to the right road? We’ll just have to wait and see for ourselves.