Victoria’s Secret made headlines around the world when it recently announced a milestone cultural rebranding. The lingerie brand has previously been known for their lacy designs and runway shows — but it wasn’t without controversy. The brand had come under fire for claims it was ‘sexist’ and ‘patriarchal’ in its representation of women, and while they appear to be making an effort to change things,
Rose Huntington-Whiteley, a former Victoria’s Secret Angel, has recently looked back on her time working with the brand, and even commented on their new push for inclusivity. In a recent interview with The Sunday Times, the model, who is currently pregnant with her second child, shared her unfiltered take.
“It was a different time and it’s crazy because it was 11 years ago, which is not that long ago,” Huntington-Whiteley told the publication, reflecting on her time working with the brand.
“I do feel Victoria’s Secret really missed the boat with broadening themselves out in the past few years and really listening to the cultural shift of what people are looking for from their brand,” she continued.
The idea behind the rebrand was to “drive positive change, create new associate programs, revolutionary product collections, compelling and inspiring content, and rally support for causes vital to women.” The brand announced new faces including footballer Megan Rapinoe and actress Priyanka Chopra, while choosing to use transgender and plus-size models in their campaigns.
“When the world was changing, we were too slow to respond,” Martin Water (Victoria’s Secret’s recently-appointed chief executive), told the New York Times. “We needed to stop being about what men want and to be about what women want.”
While some believe it’s too little, too late, the brand is still going ahead with their overhaul. It remains to be seen just how much of a difference it’ll make, but any change like this (no matter how late in the game) is still a welcome one.
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