Victoria's Secret is abandoning its 'woke' rebrand and returning to its traditional sexy image, following a significant drop in revenue. The lingerie company, which in 2018 ditched its supermodel 'Angels' catwalk shows for a more inclusive 'VS Collective', has seen projected revenue for 2023 fall by £1.1bn since 2020.
The rebrand had included a commitment to body positivity and diversity, featuring disabled, transgender and plus-size models. Brand ambassadors included plus-size model Paloma Elsesser and US football star Megan Rapinoe. At the first televised catwalk in years, Naomi Campbell read an inspirational poem. However, the company has now decided to reverse course, with insiders suggesting 'sexiness can be inclusive'.
Critics argue the rebrand failed not because of 'wokery' but due to corporate hypocrisy and inauthenticity. The company had faced investigations revealing connections to paedophile Jeffrey Epstein and a culture of misogyny, sizeism and sexual misconduct. Its previous image of a 'fantasy woman'—white, skinny and hyper-sexualised—had become increasingly anachronistic in the post-#MeToo era.
Despite the need for change, the rebrand was seen as a cynical and belated attempt to jump on the inclusivity bandwagon. The public appeared to reject what they perceived as a patronising and inauthentic shift, leading to the decision to revert to a more traditional sexy image.
