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Source: Fortune.com
Summary
Victoria’s Secret is reviving its iconic runway show with a new focus on body positivity and inclusivity under CEO Hillary Super. The company is targeting Gen Z customers who don’t associate the brand with body image trauma and are open to the brand’s spectacle and sparkle. The show featured a diverse range of models, including pregnant and curvy models, and aimed to empower women to define their own beauty standards.
Our Reading
The announcement sounds familiar.
Victoria’s Secret is trying to reclaim its brand by rebranding its runway show with a focus on body positivity. CEO Hillary Super notes that younger shoppers are unabashed in their love of the brand’s spectacle and sparkle. The company is featuring a diverse range of models, including pregnant and curvy models, in its revived fashion show.
The show opened with model Jasmine Tookes, who is nine months pregnant, wearing gold wings and cradling her belly. The crowd loved longtime Angels like Adriana Lima and next-gen supers Bella and Gigi Hadid, as well as curve models and athletes.
For Super, the renewed focus on beauty and power is about empowering women to define their own beauty standards, rather than being defined by others. This rebranding effort is central to Victoria’s Secret’s comeback strategy under Super.
The numbers tell one story: Victoria’s Secret is trying to redefine its brand with a focus on body positivity and inclusivity, but only time will tell if this strategy will pay off.
Original observation: The company is rebranding its runway show as a celebration of femininity, rather than a competition.
