NEW YORK — Victoria’s Secret is constant its efforts to be extra inclusive.
Starting this month, Victoria’s Secret is collaborating with British designer Emily Bendell. See-through bras, lacy panties, bodysuits with sharp geometric traces and garter belts in shades of crimson, black and white might be discovered at victoriassecret.com and in seven choose shops within the U.S. and U.K. as a part of the Bluebella assortment, Bendell’s model.
The assortment has a twist — that’s as a result of it fulfills dad or mum firm L Brands Inc.’s promise to replace its advertising technique. Transgender mannequin and actress May Simón Lifschitz and plus-size mannequin Ali Tate Cutler, together with Olivia Sang and Laura Rakhman-Kidd, might be seen in ads for the gathering on the corporate’s website and on pictures inside and outdoors of the shops carrying the road. These embody New York’s flagship alongside Fifth Avenue and London’s Bond Street retailer.
“It has been wonderful working with Emily and the entire Bluebella team on the campaign,” stated a Victoria’s Secret spokesperson. “We are excited to feature these amazing models in bringing this collaboration to life.”
The spokesperson wouldn’t touch upon whether or not the fashions can be used for different Victoria’s Secret campaigns or occasions.
In the Manhattan retailer, life-size pictures of the fashions are sprawled across the multilevel area, alongside the merchandise on the market. So are movies of the ladies donning the brand new assortment.
It’s a stark distinction from former L Brands’ chief advertising officer Ed Razek’s feedback final 12 months that Victoria’s Secret had no real interest in utilizing transgender or plus-size fashions in its annual vogue present. (Razek, who was liable for casting the present, stepped down from the job in August.)
But in September, throughout the firm’s deliberate Investor Update Day at L Brands headquarters in Columbus, Ohio, Victoria’s Secret chief government officer John Mehas stated the corporate was engaged on updating its picture.
“We are taking time to evaluate the right marketing strategy going forward,” Mehas stated. “We shall be bringing our model values and heritage to life by means of a refreshed model expertise that celebrates Victoria’s Secret as a model by her, for her.
“A lot of the marketing changes just recently happened,” the ceo continued. “I think what you can sort of look at as a North Star is if you look at the Love & Lemons video that we did. It’s very different for us.…You’ll start to see an evolution. But for us, it’s being very thoughtful about this precious brand that’s been built over the course of 30, 40 years. But [we’re thinking] how do we evolve it? And how do we quickly move forward to all the things that we know it needs to be for her?”
Victoria’s Secret additionally employed its first transgender mannequin — Valentina Sampaio — in August.