Priyanka Chopra Jonas along with footballer Megan Rapinoe and five other powerful women collaborate with Victoria’s Secret as the brand seeks a new image.
Victoria’s Secret, America’s popular lingerie giant, has been scrutinized for years for its promotion of the male gaze. The annual Victoria’s Secret Fashion Show was cancelled in the year 2019 following heavy criticism against its hypersexualization of female models, popularly known as ‘Angels’. After having been criticised and lost quite a market, the brand now seeks rebranding as it hires seven powerful women from various fields to promote women empowerment and to assist their future business endeavours.
The brand on Wednesday announced their new partnership platform, the ‘VS Collective’ that is to shape the future of the company. Priyanka Chopra, Megan Rapinoe, Valentina Sampaio, Paloma Elsesser, Eileen Gu, Amanda De Cadenet and Adut Akech are the women who will now be a guiding force for the brand.
Addressing this announcement, Priyanka took to instagram on Friday to pen down a note that read –
She also captioned the post with a message that said, “Representation matters. It’s crucial for us to show EVERYONE all over the world that they matter and are seen! As a founding partner of #TheVSCollective and advisor to the business this is exactly what I intend to do.
It’s been so incredible to see your reactions to yesterday’s announcement. It’s fuelled me further and I am excited to bring about meaningful change at one of the world’s most iconic brands. I’m so proud to be in the company of the Collective of incredible women that will helm this change.”
The CEO of the brand, Martin Waters spoke to the New York Times about the change saying, “When the world was changing, we were too slow to respond”. “We needed to stop being about what men want and to be about what women want,” he added.