US lingerie brand, Victoria’s Secret has signed six new female representatives as their brand ambassadors, which includes Priyanka Chopra Jonas.
Victoria’s Secret, which brought ‘sexy’ lingerie in the 1970s has been over shadowed in recent years by brands that have embraced both ethnics and bodily diversity. The brand, Victoria’s Secret saw its sale dropped 7.7 percent in 2019 even before this Covid-19 pandemic. The brand’s previous campaign has come under scrutiny for their embodiment of male fantasy over a representation of what women seek in undergarments. So in 2019, the brand has abandoned its all hypersexualized male gazed supermodels.
Victoria’s Secret plans to resume its fashion show in 2022 in a different format and named it ‘VS Collective’. Priyanka Chopra and six other new brand ambassadors will model for Victoria’s Secret products and brand.
Besides Priyanka Chopra, the six other brand ambassadors are American soccer player Megan Rapinoe, Brazilian transgender model Valentina Sampaino, 17 year-old Chinese-American skier Elieen Gu, 29 year-old Biracial model and advocate Paloma Elsessor, photographer and media personality Amanda de Cadenet and South Sudanese-Australian model Adut Akech.
This whole effort of this change is aimed at redefining the version of ‘sexy’ that the brand has represented all these years so far.