Victoria's Secret has worked to revamp its brand image after years of criticism.
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This story originally appeared on Business Insider
Victoria's Secret leaves its angels.
The lingerie giant said Wednesday that it is working with a group of inspiring women, including activists and entrepreneurs, to promote a new brand image and shape the turnaround.
These women, which include Indian actress and entrepreneur Priyanka Chopra Jonas and professional soccer player and equality activist Megan Rapinoe, will become the face and voice of the brand, said Victoria's Secret.
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Victoria's Secret & # 39; s Angels have been synonymous with the brand since the late 1990s. These women, who over the years have included some of the world's most famous models – Gisele Bündchen, Tyra Banks and Heidi Klum to name a few – have been the face of Victoria's Secret through their marketing campaigns and annual catwalk shows.
In an interview with the New York Times published on Wednesday, Martin Waters, CEO of Victoria & # 39; s Secret, said the angels are not "culturally relevant."
In the late 1990s and early 2000s, the Victoria's Secret catwalk show played a major role in defining "sexy". More recently, it has been criticized as out of date.
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Ed Razek, longtime director of marketing at Victoria's Secret parent company, L Brands, was the brain behind the fashion show. Razek was considered one of the most influential models in the early 2000s and helped launch the careers of famous models.
He resigned in August 2019. The fashion show was canceled in November, a year after he made controversial comments about the portrayal of transgender and plus-size models.
Waters told the Times that the brand overhaul was long overdue.
"The Victoria brand used to have a single lens called 'sexy'," he said.
He added, "I've known for a long time that we had to change this brand, we just didn't have control over the company to do it."
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