Victoria’s Secret hires Megan Rapinoe in rebrand

Victoria’s Secret hires Megan Rapinoe in rebrand
"Angels" like Gizele Oliveira will be replaced by women such as Megan Rapinoe as the face of Victoria's Secret. Source: GETTY IMAGES
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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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