Again and higher! After a four-year hiatus, the Victoria’s Secret Trend Present is returning.
The retailer introduced the information throughout its 2022 earnings name on Friday, March 3, per The Hollywood Reporter. “We’re going to proceed to lean into the advertising spend to spend money on the enterprise, each at top-of-funnel and in addition to help the brand new model of our style present, which is to return later this yr,” Timothy Johnson, Victoria’s Secret chief monetary officer, mentioned in the course of the assembly, in response to the information outlet.
The occasion’s revival comes after the 2019 presentation was canceled amid declining gross sales and rising backlash surrounding the corporate’s branding and messaging. Traditionally, the Victoria’s Secret Trend Present featured the trade’s hottest supermodels, together with Tyra Financial institutions, Heidi Klum, Gisele Bündchen, Alessandra Ambrosio, Adriana Lima, Bella Hadid, Kendall Jenner and extra, in blinged out bras and panties.
Whereas customers had lengthy expressed their disappointment with the label’s lack of variety and dimension inclusivity, issues got here to a head for Victoria’s Secret in September 2018. Ed Razek, former chief advertising officer and govt vice chairman of public relations, informed Vogue that “transsexuals” shouldn’t stroll within the Victoria’s Secret Trend Present as a result of “the present is a fantasy.” Whereas Razek did provide an apology and resigned in November 2019, that didn’t sluggish the fierce criticism that Victoria’s Secret was confronted with. (Hulu additionally launched the docuseries Victoria’s Secret: Angels and Demons in July 2022 that uncovered the alleged misogynist therapy fashions confronted underneath former proprietor Leslie Wexner.)
Tyra Banks on the 10Th Victoria’s Secret Trend Present Gregory Tempo/BEI/Shutterstock
Within the months and years that adopted, the lingerie label has undergone a significant rebrand.
In June 2021, Victoria’s Secret unveiled a totally “new period” for the corporate, introducing the VS Collective, “an ever-growing group of achieved girls who share a typical ardour to drive optimistic change.” Somewhat than tapping supermodels, the debut crew included “achieved” girls equivalent to actress Priyanka Chopra Jonas and United States Ladies’s Nationwide Soccer Crew participant Megan Rapinoe in addition to Paloma Elsesser, who has garnered a status for difficult magnificence requirements in style.
“At Victoria’s Secret, we’re on an unimaginable journey to grow to be the world’s main advocate for ladies. It is a dramatic shift for our model, and it’s a shift that we embrace from our core. These new initiatives are only the start,” Martin Waters, chief govt officer for Victoria’s Secret, mentioned in a press release on the time.
In February 2022, Sofía Jirau made historical past as the primary mannequin with Down syndrome to star in a Victoria’s Secret marketing campaign. The 26-year-old Puerto Rican mannequin was tapped as one of many faces for the Love Cloud Assortment, a line of uber-comfy bras and underwear.
Following the gathering’s launch, Jirau took to Instagram to thank the lingerie firm for viewing her as a mannequin “with out limits.”
“In the future I dreamed of it, I labored for it and at this time it’s a dream come true,” the Latin mannequin wrote in Spanish, alongside a black and white photograph. “I can lastly let you know my huge secret. I’m Victoria’s Secret’s first mannequin with Down syndrome!”
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Extra just lately, Victoria’s Secret tapped tennis star Naomi Osaka to create a collaboration that encourages self-love and self-care. “Typically you simply need to run after what brings you essentially the most peace, wrap your self up in full consolation, and spend high quality time with you … Love your goal, however always remember to chase your desires,” Osaka, 25, mentioned in a press release shared through Victoria’s Secret’s Instagram on February 22.
