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Victoria’s Secret has put a number of thought into their rebrand. After asserting the return of the label’s trend present, the retailer has revealed that the “reimagined” presentation will likely be a feature-length movie.
As a substitute of shuffling fashions down the runway, the intimates firm will take viewers on a journey internationally to comply with a “group of 20 revolutionary world creatives from the colourful cities of Bogota, Lagos, London and Tokyo.” Based on a Tuesday, Could 9, press launch the category consists of dressmaker Melissa Valdes, filmmaker Korty, physique artist Aoi Yamada and extra who will give Us a glimpse at their work whereas additionally debuting new Victoria’s Secret creations.
Chris Rupp, chief buyer officer at Victoria’s Secret & Co., mentioned of the undertaking: “We're excited to introduce a totally reimagined model of the style present, whereas bringing again the easiest of leisure and trend our prospects have been asking for.”
He added: “We’re celebrating the enduring heritage of the model by way of a brand new era of artists, and we are able to’t wait to amplify their imaginative and prescient by way of our worldwide platform.”
The massive occasion will premiere this fall. A precise date has not but been introduced.
Victoria’s Secret initially unveiled the return of its runway present March following a four-year hiatus. “We’re going to proceed to lean into the advertising and marketing spend to spend money on the enterprise, each at top-of-funnel and in addition to help the brand new model of our trend present, which is to return later this 12 months,” Timothy Johnson, Victoria’s Secret chief monetary officer, mentioned through the assembly, in keeping with The Hollywood Reporter.
The celebration’s revival comes after the 2019 presentation was canceled amid declining gross sales and rising backlash surrounding the corporate’s messaging. Traditionally, the Victoria’s Secret Style Present featured the business’s hottest supermodels — together with Tyra Banks, Heidi Klum, Gisele Bündchen, Alessandra Ambrosio, Adriana Lima, Bella Hadid, Kendall Jenner and extra — in blinged–out bras and panties.
Whereas shoppers had lengthy expressed their disappointment with the label’s lack of range and dimension inclusivity, the controversy got here to a head for Victoria’s Secret in September 2018. Ed Razek, former chief advertising and marketing officer and government vice chairman of public relations, instructed Vogue that “transsexuals” shouldn’t stroll within the Victoria’s Secret Style Present as a result of “the present is a fantasy.” Whereas Razek did supply an apology and resigned in November 2019, that didn’t sluggish the fierce Victoria’s Secret criticism. (Hulu additionally launched the docuseries Victoria’s Secret: Angels and Demons in July 2022, which uncovered the alleged misogynist therapy fashions confronted beneath former proprietor Leslie Wexner.)
Within the months and years that adopted, Victoria’s Secret showcased a dedication to progress. In June 2021, the corporate launched the VS Collective, which changed its signature fashions with ladies of all sizes and shapes, together with Priyanka Chopra Jonas, United States Girls’s Nationwide Soccer Staff participant Megan Rapinoe and extra who goal to “drive optimistic change,” the model mentioned on the time.