Daily US Times: Actress and producer Priyanka Chopra Jonas and football star Megan Rapinoe are joining Victoria’s Secret in what the lingerie giant is calling a “dramatic shift” for the brand.
They are among several new faces who will help promote the brand. Victoria’s Secret is best known for its lingerie-clad models known as Angels.
The company still generates billions of dollars in sales.
However, in recent years, its hyper-sexualised image has fallen out of fashion.
Priyanka Chopra Jonas and Meghan Rapinoe will form part of “The VS Collective” a group of women who will work with the company on “collaborations, business partnerships and cause-related initiatives”.
It comes as the brand prepares to cut ties with its parent company L Brands in a spin-off later this year.
Victoria’s Secret was long famous for its annual fashion show where supermodel “Angels” would strut the catwalk in little more than lingerie, feathers and gems.
However, a cultural shift around body positivity and the #metoo movement saw rival companies such as Savage X Fenty – the underwear brand founded by singer and make-up mogul Rihanna – grow in popularity.
More women were also choosing to buy comfortable, “althleisure” inspired underwear.
The brand’s parent company L Brands has since cancelled Victoria’s Secret show as viewing numbers tumbled.
Victoria’s Secret chief executive, Martin Waters – the fourth appointed in five years – told The New York Times that “right now” he did not see the Angels as being “culturally relevant”.
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