Why I Am Totally Here For The Victoria's Secret Rebrand

Why I Am Totally Here For The Victoria’s Secret Rebrand 

Early yesterday morning I received a news alert on my phone saying Victoria’s Secret is overhauling its entire image and branding. I was a) curious as to why this was popping up on my CNN News alert and b) surprised to see some of the women who have partnered with the company since the rebrand announcement. These women range in celebrity, size, shape, race, ability, sexuality etc. While the representation is exciting and long overdue, I can’t help but wonder are they too late to pivot? 

For decades, Victoria’s Secret has been the steadfast leader in women’s underwear, lingerie, and garments. They set the standard for beauty and the “male fantasy.” The name itself encourages women to keep their bodies a secret and hide their skin until it’s socially acceptable. I never aligned with these women nor saw myself reflected in their magazines or fashion shows, but still bought their products (and still do to this day.) They have such power and influence that it’s shocking to see them make such a drastic change. 

While Victoria’s Secret made slow and subtle changes, companies like Aerie and Thinx were ahead of the curve. Aerie created their “real” campaign in which they announced they would no longer use photoshop in any of their images. Thinx, was designed specifically for women and women who have their periods. Their branding has always been inclusive and “for all.” 

Now that Victoria’s Secret has made this pivot, I wonder how their sales will change. Will they hold the same authority and position they once had, or will they fall in line with the inclusive brands who made it their mission from the start?

Regardless, I am pleased to see this company, arguably a monopoly, shed its exclusive skin and work toward building an inclusive brand - reflective of women in today’s society. 

I’d love to know your thoughts on this rebrand. Feel free to DM me @bigleapbrands to chat or visit our blog to read more about my marketing and branding tips.