Tuesday, July 27

Victoria’s Secret is renewed: will the makeover of the lingerie giant help to regain its dominance?


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  • BBC News World

From left to right, models Winnie Harlow, Gigi Hadid, Kendall Jenner and Alexina Graham

Image source, Getty Images

Caption,

Models Winnie Harlow, Gigi Hadid, Kendall Jenner and Alexina Graham appeared in the last Victoria’s Secret fashion show in 2018.

The irruption of the #MeToo movement by which thousands of women around the world denounced situations of sexual harassment and abuse and the changes in the perception of the female body caused the giant of Victoria’s Secret lingerie to reel.

The fashion shows of slim models, known as “Angels”, and hypersexualized lingerie ads have been losing fans and gaining naysayers, as if they were something from the 90s or early 21st century.

In this context, the company set out to reinvent itself and one of the first steps was taken two years ago when it decided to cancel its famous annual event in which models such as Heidi Klum, Gigi Hadid or Alexina Graham paraded wearing the brand’s garments.

Now, that process of image washing has been deepened with the hiring of figures such as the American star of women’s soccer Megan Rapinoe or the Indian actress and singer Priyanka Chopra.


www.bbc.com

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