Victoria’s Secret takes a turn to his brand and changes the 'angels ’for activists

Victoria's Secret, the lingerie brand that for years had the first word about the concept of "sexy" and turned the "angels" into desire, has undertaken a turn that seeks to empower women and stop reinforcing stereotypes ofunattainable beauty for most.

“In Victoria’s Secret, we are making an incredible trip to become the main defender of women in the world.This is a dramatic turn for our brand, and it is a turn that we welcomed from our interior, ”said his CEO, Martin Waters on Wednesday, to present his face washing.

The company, dragged into the decline for the modernization of society, the demands of greater diversity in fashion and the ME TOO Movement, has put its image in the hands of seven figures with "success" and a "common passion for positive change”To define the future of the most recognizable women's brand.

Among them are the footballer and activist of the LGTB Megan Rapinoe community;The actress and businesswoman Priyanka Chopra Jonas or the first trans model that paraded for the firm, Valentina Sampaio, who form The vs Collective, in charge of creating "revolutionary collections" and generating support for "vital causes for women".

In his Twitter account, Rapinoe said Thursday that the spokesmen are “icons of our time” and said that he will work to “show all women their beauty and individual and collective power” from the firm, which has also restructured its executive domeTo include a majority of women.

In an interview with The New York Times, Rapinoe went further and described the message "patriarchal and sexist" that sent with his image the previous victory's secret, thought "from a male perspective and through what men wanted", such as "really harmful ".

One of The first initiatives of The VS Collective will be a podcast in which the “founders” of the group will share their stories and experiences with the journalist Amanda de Cadenet, who is also a brand's collaborating spokesman.

On the other hand, Victoria's Secret announced the launch of The VS Global Fund for Women's Cancers, a fund that will finance innovative research projects on treatments and priests for cancers that affect women, and will also support scientists to “represent the diverse population forthe one they work ".

The firm, which in this initiative has joined its forces with the designer Stella McCartney, explained that he will deliver an award of “at least 5 million dollars annually to examine and address racial and gender inequities and unlock new innovations that improve the results withCancer for all women ".

Victoria’s Secret celebrated at the end of 2019 his last great parade starring "angels" -Modelos adorned with brief sets of underwear and dressed in high heels and extravagant wings on her back- due to a decorned television audience and a series of controversy.

Last year, an investigative report by The New York Times revealed a "misogynist" and "intimidation" culture that corroborated a hundred models and the "The Model Alliance" group, which promotes the equal treatment of the models in the industry ofFashion, in addition to asking for changes in the company.

One of the figures undergoing scrutiny was the marketing director of L Brands, Ed Razek, who left his position after he came to light that he rejected hire trans models for the parades, and the other was his top executive, Les Wexner, Les Wexner,linked to the deceased financial and accused of sexual crimes Jeffrey Epstein, who has also taken a step back.

Fashion and style