Victoria’s Secret

Victoria’s Secret strips off ‘Angel’ imprint to have more inclusive branding [Video]


  • Victoria’s Secret is undergoing rebranding to make it more inclusive and ‘women-approved.’
  • Its iconic ‘Angels’ will be stripped off from stores and replaced with mannequins of all sizes and shapes.
  • The retail company will also put up a new line of brand ambassadors.

Victoria’s Secret is “moving from what men want to what women want.”

“…We are going from a look to a feeling, from excluding most women to including all women, from mostly unattainable to grounded in real life,” Victoria’s Secret CEO Martin Waters said in a statement shared with Page Six.

In its retail stores, the company is introducing a new look that reflects its new mission. The brand makeover will introduce The VS Collective of accomplished women and The Victoria’s Secret Global Fund for Women’s Cancers.

Shoppers can expect a different experience soon, as images of the iconic, decades-old Angels will be taken off from the stores. The brand refresh will have mannequins of all shapes and sizes displayed in stores.


Wall colors would be pale pink to create a vibe that feels “more inviting for women to enter,” Victoria’s Secret’s new creative director, Raul Martinez, told Page Six.

Even the Angel memorabilia at the Fifth Avenue flagship will be removed, but it remains unknown what the replacement will be.

The retail company will also put up a new line of brand ambassadors to “create new associate programs, revolutionary product collections, compelling and inspiring content, and rally support for causes vital to women.”

The new VS Collective includes actress Priyanka Chopra Jonas, United States Women’s National Soccer Team player Megan Rapinoe, South Sudanese-Australian model Adut Akech, Los Angeles journalist and photographer Amanda de Cadenet, Chinese skier and women’s sports advocate Eileen Gu, British model and activist Paloma Elsesser, and Brazilian model Valentina Sampaio, who became Victoria Secret’s first transgender model in 2019.

Former Victoria’s Secret model Tyra Banks applauded the new era of the lingerie brand, admiring the new “badass ROLE models.”

Heidi Klum — a fixture on the Victoria’s Secret Fashion Show runway for over a decade — also shared the same sentiment as Banks’ and said in an interview with the Australian talk show, The Project, that it’s “about time” to disrupt the fashion industry.

“As we work together to chart the path forward in a new and impactful way, I’m not only looking forward to developing future collections that are inclusive of all people, but I am most excited for new customers and for those who have always been a customer of Victoria’s Secret to feel represented and like they belong,” Chopra Jonas said.

Also working on a similar mission, Victoria’s Secret Global Fund for Women’s Cancer plans to donate “at least $5 million annually to examine and address racial and gender inequities and unlock new innovations that improve cancer outcomes for all women,” per the press release.

Rapinoe hopes that the VS Collective can create “a space that sees the true spectrum of ALL women.”



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