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.