Victoria’s Secret rebuilt their brand in a market that focuses much on respecting the differences amongst women. NYFW was a suitable setting to show this growth off!
Respect was lost as they were late to the market turnover from modelesque expectations of a woman to embracing curves, wrinkles, and imperfections. “Undefinable” now describes their current message to include all who wish to wear their bras, panties, lingerie, and other products like pajamas and workout pieces.
Last October, the campaign called in new customers to the flagship store on Fifth Avenue in Manhattan through their “experiential and immersive exploration”. Other fashion capitals like Los Angeles heard what the New Yorkers did.
Harley Weir, a fashion photographer, was the hand and eye behind the shots that developed their revolution further.
Adut Akech, Bella Hadid, Eileen Gu, Hailey Bieber, Paloma Elsesser, Valentina Sampaio, Bethann Hardison, Brittney Spencer, Femita Ayanbeku and Rose Namajunas are the faces that now represent VS and all of its beauty produced by Head Creative Director, Raúl Martinez.
Obvious changes in the brand’s values and message include: size-inclusive mannequins and up-to-date merchandise quality.
Slow may be steady, but it does not always win the race. VS lost market share when they refused to compete with others in the same sector on the marketing approach that empowers women consumers. They surely learned their lesson, and are regaining a voice in the scene of retail.
“The Victoria’s Secret consumer is at the heart of all we do and we will continue to use our platform to celebrate individuality and diversity given the brand’s vision to be the world’s leading advocate for women,” said Amy Hauk, CEO of Victoria’s Secret and PINK, in the release. “The cast featured in this campaign represents the multifaceted, honest and ever-evolving beauty of womanhood—a journey that is only each individual’s to choose.”
After canceling their annual fashion show back in 2019 and 2020, they proudly showed their face again during the beginning of this year’s New York Fashion Week.
It is that time of the year again in New York City, and soon Paris, to call all faces of fashion together and involve them in the latest luxurious collections made by imaginative, brilliant designers.
The “Icon Collection”, debuted with their features Naomi Campell and daughter, Adut Akech Bior, Gisele, Adriana Lima, Candice Swanepoel, Emily Ratajkowski, and Palomija.
The brand’s definition of an icon: “It isn’t just a title; it’s the rhythm of the runway, the heartbeat of style, and the symphony of strength. It’s about embracing every stride with purpose, exuding confidence like a second skin, and leaving an indelible mark on the world’s canvas. Icons aren’t born, they’re sculpted by their journey.”
Their “Pink Carpet” welcomed all women and men to their launch event, and so did their “Tour ‘23” experience full of lights, performances from Afro-Colombian singer, GOYO, and celebrities left and right.
We are excited to see all VS has to offer in the future following their “too good to be true” show and new presence in the space.