We have been announcing it for years: the end of the world's most famous lingerie firm as we knew it has come. In 2019, the famous and televised Victoria's Secret parade with models turned into angels who took the catwalk dressed in sensual ensembles, spectacular wings and the luxurious 'Fantasy Bra' of each year was definitively canceled.

The reasons for this announced death have been several. In the first place, the defense of unreal bodies that, far from representing women, showed us models who underwent extremely hard training for months and followed a strict diet. In addition, movements such as MeToo caused the firm to be constantly involved in controversies about the sexualized image they offer of women. Its owner's relationship with sex offender Jeffrey Epstein didn't help either.

This translated, logically, into tremendous economic losses, of up to 50% in its turnover and with only 3.3 million spectators in its last parade in 2018. Add to this equation a more than evident social change and as a result you have the end of an era that is reflected in the documentary 'The Rise and Fall Of Victoria's Secret'.

But you know what they say: renew or die. And in the lingerie brand they have chosen to completely renew themselves. "When the world was changing, we were too slow to respond," said Martin Waters, former director of international business for Victoria's Secret who was recently named CEO of the brand. Although his words go much further: "we needed to stop being what men want and be what women want".

A complete declaration of intent that has resulted in the new platform The VS Collective in which seven women will have their place who will be their ambassadors for their professional achievements and not for their bodies.

This group is made up of: soccer player and LGBTQIA+ activist Megan Rapinoe; actress, producer and businesswoman Priyanka Chopra; model, refugee and mental health advocate Adut Akech; the journalist, photographer, founder of the Girl Gaze project and defender of equality Amanda de Cadenet; transgender model, actress, and LGBTQIA+ activist Valentina Sampaio; world champion freestyle skier, youth and women's sports advocate and model Eileen Gu; the model and defender of diversity Paloma Elesser.

All of them will not be launched on the catwalks or pose in their underwear for the firm, because what it is about is inspiring a change towards positivity in society and for this they will use new tools such as the creation of a podcast and others marketing materials.

Rapione herself stated that even she was surprised by this project. "Of course there will be people who say, 'Does this make sense? Why do you want to work with me?'" But the soccer player also acknowledged "the willingness of company executives to acknowledge their mistakes and her story." All this will mean that her work and that of her 6 other colleagues is not limited to being ambassadors but also "extends to consulting on the language used by the company, the variety of products it offers and the narrative they are promoting ".

Although lace and transparencies are not going to completely disappear from stores, what we will begin to see will be other types of more functional and day-to-day products that we can all demand more frequently, such as sportswear, maternity or post-mastectomy bras. .

But the changes reach all levels: from more women in management positions, stores with a lighter image, mannequins with changing shapes and sizes and a possible return of its in 2022 but with a totally different format than what we were used to. .

The intention to change is there, where will all this take us? That is something that remains to be seen, but as Rapinoe herself said: "I don't know if Victoria has a secret anymore."