Victoria’s Secret ditches Angels to push empowerment

Photo: Megan Rapinoe, The Guardian

Move over Angels, here comes the VS Collective.

These are the women, “sporty and activist types” that the Brand is hopeing will help with sagging sales and searing feminist crit.

[The new group includes “the champion US soccer player, women’s pay equity advocate and prominent anti-Donald Trump voice Megan Rapinoe, actor-entrepreneur Priyanka Chopra Jonas, LGBTQ+ activist and model Valentina Sampaio, model and South Sudanese refugee Adut Akech, British journalist and equality advocate Amanda de Cadenet, champion Chinese-American freestyle skier Eileen Gu, as well as model and body-positivity advocate Paloma Elsesser.”]

Will it be enough? Will anyone—especially women—buy into it…and more importantly…will they return to buy from the stores?

This suspect move has already been widely reported on (and panned) in several outlets, with the Brand having little else of substance to say, other than, ‘we’re humbled to start this new journey,’ and ‘we’re going to embrace this new mission to our core.’

We’ll wait and see if their marketing speak will actually make a difference in the world for woman…or for their bottom line.

Read more here.