After over a year of speculation, Victoria’s Secret will be spun off from L Brands. Courtesy L Brands.
The lingerie juggernaut is making a break with its signature marketing strategy by hiring a diverse group of women to advise and represent the brand. They include soccer champion Megan Rapinoe, Chinese-American skier Eileen Gu, models Paloma Essler, Valentina Sampaio and Adut Akech, actress Priyanka Chopra Jonas and photographer Amanda de Cadenet. The move comes six months after the brand hired Condé Nast artistic director Raúl Martinez as creative director for the brand to accelerate a rebrand that had been in progress since before the pandemic.
The company, which has come under fire for its workplace culture and the exclusive beauty standards its models represent, told the New York Times that it will no longer use images of its famous Angels, who were the centre of its marketing strategy for decades and were coveted gigs in the modelling business.
Victoria’s Secret will split from L Brands subsidiary Bath & Body Works after a deal to sell the brand to Sycamore Partners was cancelled last year. The company announced the board for the separate VS entity on Wednesday, naming all women to it, except for the brand’s chief executive officer Martin Waters.