Exit the "Angels", Victoria's Secret abandons its ultra-standard models

The news has caused a stir since its announcement last weekend. And for good reason, the iconic brand Victoria's Secret has decided to thank its "Angels" to replace them with a "small group of inspiring and inspired women". After the cancellation of its fashion show two years ago and the multiple scandals that arose, the brand was losing momentum. This change nevertheless raises questions for us: washing feminism or a real desire for change? This is the editorial file.

The media agony of Victoria's Secret

Criticized for a long time for its "Angels" with stereotypical measurements and its marketing vision centered on men, the company has come a long way. Victoria's Secret has notably been attacked several times through the organization of inclusive parades copying its concept, which is not at all. However, it was not until the transphobic and grossophobic remarks of its marketing director Ed Razek that the public and the media seized on the affair.

At that time, the discontent then rises in the face of the lack of reaction from Victoria's Secret, which refuses to take the turn of inclusive fashion. Despite the recruitment of transgender model Valentina Sampaio, nothing helps. Their famous annual parade is finally cancelled. And, at the time, everyone thought it was "well done". And that it is high time for the American brand to renew itself.

The situation does not get better when the New York Times reveals last year, numerous testimonies of sexual harassment from employees and former employees of the firm. Underwear, you will agree, which are not very sexy...

Megan Rapinoe joins Victoria's Secret

After several months of "silence", Victoria's Secret thus returned last week with some startling news. Farewell to the famous "Angels" size 36 and endless legs. And hello to a group of women more "representative" of the new standards and above all, of the new desires for representation. Because, make no mistake about it, the body positive movement is more powerful than ever. Beware of brands that remain rooted in the cult of thinness...

Thus, in its official press release, the brand tells us about the creation of 2 new partnerships to "inspire women with products, experiences and initiatives that support them on their journey".

The first, The VS Collective, a "platform that will build new, deeper relationships with all women." And to carry and represent it, big names like Megan Rapinoe, LGBTQIA+ activist. Paloma Elsesser, plus size model and influencer. Valentina Sampaio, transgender model, LGBTQIA+ activist and actress. Or, Amanda de Cadenet, journalist, photographer, founder of GirlGaze and defender of equality.

Then comes the second partnership: between VS Global Fund for Women's Cancers and Pelotonia. In plain English, Victoria's Secret is committed to allocating at least $5 million annually to examine, address racial and gender inequalities as well as unlock new innovations to improve research outcomes for women's cancers.

Opportunist feminism or sincere mea culpa?

Note also a change in the brand's management team. All positions except the CEO are held by women. Martin Waters, new CEO of Victoria's Secret, recently declared in the columns of the New York Times:

A view shared by professional footballer and now team member Megan Rapinoe:

Are we witnessing an opportunist feminist reversal or a real desire to change the brand's positioning and philosophy? Will customers go back to the shops, hitherto in great decline? Only the future and the actions of the ex-kingdom of the "Angels" will tell us...