Victoria's Secret drops Angels; overhauls brand with The VS Collective

17 Jun '21
3 min read
Pic: Victoria
Pic: Victoria's Secret

American lingerie and clothing retailer Victoria's Secret has dropped its ‘Angels’ and announced the creation of two new partnerships – The VS Collective and The Victoria's Secret Global Fund for Women's Cancers – as it continues its evolution as part of its revamped marketing model. The new partnerships are designed to positively impact the lives of women.

The VS Collective is a group of accomplished women who share a common passion to drive positive change. Among the first to join The VS Collective are mental wellness supporter and model Adut Akech; journalist, photographer and GirlGaze founder Amanda de Cadenet; world champion free skier and model Eileen Gu; LGBTQIA+ activist, pay equity crusader and professional soccer player Megan Rapinoe; body advocate, community creator and model Paloma Elsesser; actor, producer and entrepreneur Priyanka Chopra Jonas; and LGBTQIA+ activist, actor and model Valentina Sampaio.

Through social, cultural and business relationships, The VS Collective will work to create new associate programmes, revolutionary product collections, compelling and inspiring content, and rally support for causes vital to women, the brand said in a press release. Among the first initiatives, the founding members of The VS Collective will share their stories in a recurring podcast hosted by broadcaster Amanda de Cadenet.

"With The VS Collective, we are creating a platform that will build new, deeper relationships with all women. Through a series of collaborations, business partnerships and cause-related initiatives, we're bringing new dimensions to our brand experience," said, Martha Pease, chief marketing officer, Victoria's Secret.

Victoria's Secret will also launch The VS Global Fund for Women's Cancers with longstanding partner, Pelotonia. This initiative will fund innovative research projects aimed at progressing treatments and cures for women's cancers and investing in the next generation of women scientists who represent the diverse population they serve. Through the partnership, Victoria's Secret will grant and award at least $5 million annually to examine and address racial and gender inequities and unlock new innovations that improve cancer outcomes for all women.

The brand is joining forces with leading designer and Breast Cancer Awareness champion, Stella McCartney, during Breast Cancer Awareness Month in October. She will bring her experience, perspective, energy and voice to the mission in order to educate and support.

"I'm hopeful this initiative will provide easier access to information, support and services to a huge community of women around the world. I'm excited to play a small part during this pivotal moment on this vital issue,” said McCartney.

"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,” said Priyanka Chopra Jonas.

"So often I felt myself on the outside looking in with brands in the beauty and fashion industry, and I'm thrilled to be creating a space that sees the true spectrum of all women. I believe in the power of authenticity and community and am excited to show what can be done through The VS Collective," said Megan Rapinoe.

Fibre2Fashion News Desk (KD)

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