L Brands’ Victoria’s Secret, the iconic lingerie brand, recently announced a drastic shift in its brand purpose with the launch of the VC Collective. The brand is switching its supermodel line-up of ambassadors, known as 'Angels,' for advocates that are driven to enact positive change.
The brand picked seven accomplished women, which include journalists, models, professional sportswomen, actresses and activists. These members are Adut Akech, Amanda de Cadenet, Eileen Gu, Megan Rapinoe, Paloma Elsesser, Priyanka Chopra-Jonas, and Valentina Sampaio. Each woman will take part in a podcast series for Victoria’s Secret, sharing their experience and perspectives on the world.
"At Victoria’s Secret, we are on an incredible journey to become the world’s leading advocate for women," said Martin Waters, the newly appointed Chief Executive of Victoria’s Secret."This is a dramatic shift for our brand, and it’s a shift that we embrace from our core. Through a series of collaborations, business partnerships and cause-related initiatives, we're bringing new dimensions to our brand experience."
In addition, Victoria’s Secret will launch the VS Global Fund for Women’s Cancers, with not-for-profit partner Pelotonia.
Revolutionized Lingerie Brand Purposes
Victoria's Secret Debuts the New VC Collective
Trend Themes
1. Purpose-driven Brand - The shift in brand purpose from focusing on supermodels to advocates presents an opportunity for industry players to redefine their brand purpose and adopt this approach.
2. Collaborative Business Partnerships - Businesses could explore partnerships and collaborations with not-for-profit organizations to support cause-related initiatives similar to Victoria's Secret's VS Global Fund for Women's Cancers.
3. Diverse Representation - Embracing diversity and inclusivity can be a disruptive innovation opportunity for industry players to enhance their brand appeal by featuring a range of diverse representatives, such as the VC Collective members.
Industry Implications
1. Fashion - The fashion industry, in particular, can redefine their purpose by transitioning from showcasing unrealistic beauty standards to prioritizing diversity and inclusivity.
2. Beauty - Beauty brands can adopt a purpose-driven approach by promoting body positivity and embracing diversity, similar to Victoria's Secret's shift towards advocates and away from supermodels.
3. Non-profit Organizations - Non-profit organizations can explore collaboration opportunities with businesses to drive positive change through cause-related initiatives that align with their goals, such as Victoria's Secret's VS Global Fund for Women's Cancers partnership with Pelotonia.