It feels like Victoria’s Secret has been falling out of favor for years, first gradually and then suddenly. The decline was precipitated by former exec Ed Razek’s transphobic and body-shaming remarks and the subsequent cancellation of the VS Fashion Show as we all know it. For a few years after, the heritage brand was relatively silent and unchanging as its competitors revolutionized the space, from Aerie’s game-changing shift away from retouching photos to Savage x Fenty’s Vol.1 Show at NYFW.
That silence ended two weeks ago, when the brand introduced The VS Collective. The Collective’s seven founding members represent multiple age groups, races, and careers, and include World Cup champion Megan Rapinoe, activist Paloma Elsesser, and journalist Amanda de Cadenet, among others. The announcement is part of the brand’s break from its previous image and towards a 180° rebrand.
We’re no strangers to a rebrand; in fact, we reckon we’re relatively experienced. But there is still plenty to learn from the heritage brand’s revamp, so we thought we’d break down some of our takeaways. From sharing what the brand is doing well to where they should push some boundaries, read on for our round-up.