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In a bold move to redefine its brand image, Victoria’s Secret is set to replace its iconic Angels with “curvy” mannequins. As part of its rebranding initiative announced last month, the company is reimagining the in-store experience to create a more welcoming atmosphere for women. With new brand ambassadors, including celebrated athletes and actors, CEO Martin Waters emphasizes a shift in focus—moving from what men desire to what women truly want.
Creative director Raul Martinez revealed that approximately half of Victoria’s Secret’s 1,400 locations have started to transition away from the traditional Angel imagery, aiming to empower women rather than reduce them to objects. This change comes in response to criticisms that escalated in 2018, leading to public outcry from models regarding the brand’s previous culture of misogyny and harassment.
The store redesign will feature softer color palettes, modern furnishings, and mannequins reflecting diverse body shapes—a first for the brand in its 44-year history. Waters expressed the vision for this transformation, stating that they are striving to create an inclusive environment that resonates with all women, moving from a superficial aesthetic to a genuine connection.
While the iconic Angels are being phased out, some familiar faces, including Valentina Sampaio, Victoria’s Secret’s first trans model, will continue to represent the brand. As Victoria’s Secret seeks to regain its footing against competitors like Savage x Fenty and ThirdLove, the success of this new direction remains to be seen. For more insights on home insemination and related topics, check out our other blog posts like this one on home insemination and find expert advice at Women’s Health.
In conclusion, Victoria’s Secret is embarking on a significant transformation aimed at inclusivity and empowerment, which may help revitalize the brand and attract a broader customer base.