NEW YORK - The world’s most famous lingerie brand is on a correction course. Victoria's Secret Angels are officially a relic of the past. As if Barbie going green was not enough. The world’s most famous lingerie brand is on a correction course, too.
“Victoria’s Secret Angels, those avatars of Barbie bodies and playboy reverie, are gone. Their wings, fluttery confections of rhinestones and feathers that could weigh almost 30 pounds, are gathering dust in storage.
The lingerie brand announced a new ambassador initiative, swapping Fantasy Bras, bedazzled wings and bombshell aesthetics for what it refers to as the "VS Collective," a group of seven famous, successful women — not all of whom are (just) models.
In a dramatic attempt at a re-brand, the company — which has been criticized for years for its narrow, unrealistic beauty standards, for catering to a hyper-specific, male-gaze-focused definition of what is "sexy" and for lacking diversity, among other things — is seeking to change its consumer perception and modernize its marketing approach. This development comes two years after Victoria's Secret called off its annual fashion show in 2019 amid public criticism.
The ‘Fantasy Bra’, dangling real diamonds and other gems, is no more,” says a New York Times report.
It adds that the above have been replaced by seven women known for their achievements, by which is not meant body size. One of the seven is Priyanka Chopra Jonas. The others include the pink-haired, gender activist soccer star Megan Rapinoe, Eileen Gu, a Chinese American freestyle skier and Paloma Elsesser, inclusivity activist who was on the cover of Vogue.
The brand is stepping out out of the bondage of stereotypes, misogyny and the male gaze that seems to have been the founding ideas of the bras so far. Whose fantasy was the Fantasy Bra anyway? Instead the brand will now look at what women really want. It will make sensible bras for all types of bodies. Mothers will have a special place in the new scheme of things.
The brand is stepping out out of the bondage of stereotypes, misogyny and the male gaze that seems to have been the founding ideas of the bras so far. Whose fantasy was the Fantasy Bra anyway? Instead the brand will now look at what women really want. It will make sensible bras for all types of bodies. Mothers will have a special place in the new scheme of things.
Two developments seem to have played a role: the company owner’s relationship with sex offender Jeffrey Epstein and reports of a pervasive misogynist culture within the company; and dropping sales. The brand has had a lot of competition of late.
Just a twinge of regret. Angels wearing bras were ridiculous and outrageous, and misogyny should be dealt with as a conscious practice. But one feels that the revision may cut down some of the spectacle as well. Victoria’s Secret meant a certain age, a certain excess and a certain mood. One wishes all wicked fun did not have to be trimmed down. Maybe some women actually wear naughty lingerie because they like to be in it?
But then why do men hardly wear gem-encrusted underwear? Briefs from which dangle real diamonds? Why aren’t men’s undergarments even called lingerie? No easy answers. Maybe a revolution waits there.