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The “New” Victoria’s Secret and the Retailer’s Impact on Women’s Bodies

Updated: Oct 18, 2022

“We’ve changed.” Okay, prove it then. “Because we see you.”



Amid Victoria’s Secret latest campaign pandering to audiences to claim that they are more inclusive now, Hulu recently released a three-part documentary series called “Victoria’s Secret: Angels and Demons.” This documentary goes almost hand-in-hand with the campaign. However, honestly speaking, I’m not falling for this new rebrand. Despite the brand’s newest ad featuring real women and their bodies, promising advocacy, and commitment, it all seems hollow and performative.

“We’ve changed.” Okay, prove it then. “We see you.” How cliché. Although the ad has all the right things and all the right messages, there’s still something missing. Instead, they give off a performative vibe. And maybe that’s their true goal – to just earn back the customers they’ve lost over past scandals. But let’s be real. We’ve seen this before in other brands, such as Dove’s Campaign in 2004 and Aerie’s mission on body positivity. Frankly, Victoria’s Secret rebrand seems like it is copying and pasting for the masses. Also, is it too little and possibly too late for the brand, as this should’ve been done long ago.

As a brand that was touted as the standard for unattainable beauty and for a time defined what it means to be feminine for so many women, Victoria Secret definitely played a role in how women viewed their bodies. The company’s views are vividly seen in their fashion shows and all their branding. For years, the Victoria Secrets models, who became known as “Angels,” flaunted the company’s ideal to society that women with skinny, perfect bodies were their standard for beautiful, and angelic. And now, after years with only that type of branding and portraying its standard to women, a rebrand?

Yes, it’s hard to believe the lingerie company has had a sudden change of heart or that it intends to follow through with its promises. If you’re on the fence about where to buy your intimate apparel, there are so many ethical intimate-apparel retailers who actually care about women while celebrating them. Take your business there instead, and I promise you, you will be happier and more appreciated!

So, if you are an ethical lingerie/underwear brand made for all women and you’d like to share information about you company with us, be sure to contact us.


Also, don’t forget to share what you think of Victoria’s Secret rebrand as well!


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