Famous lingerie, clothing and beauty retailer Victoria's Secret is going through one of the largest, if not the largest, rebrandings the company has seen in recent history.
As The New York Times reported:
"They will be spearheading what may be the most extreme and unabashed attempt at a brand turnaround in recent memory: an effort to redefine the version of "sexy" that Victoria's Secret represents (and sells) to the masses."
As apart of the campaign, Victoria's Secret has hired seven new women who are not as known for their looks as they are for their achievements.
Activist and Soccer Professional Megan Rapinoe is one of the talented women who's been brought on to spearhead the new campaign.
Victoria's Secret is getting rid of its Angels and wings. The company has hired new representatives \u2014 including soccer star Megan Rapinoe and actress Priyanka Chopra Jonas \u2014 as it tries to conduct one of the most extreme brand turnarounds in recent memory.https://nyti.ms/2S0GcS8— The New York Times (@The New York Times) 1623877768
For decades, Victoria's Secret's scantily-clad supermodels epitomized the height of femininity for millions. Now, the lingerie giant is not just trying to redefine itself \u2014 but also the very idea of what "sexy" is. https://nyti.ms/3wzBidQ\u00a0pic.twitter.com/6WXMNes7Nz— The New York Times (@The New York Times) 1623879143
Unsurprisingly, straight men felt the need to chime in on the change in marketing for clothing and accessories they generally don't wear or even buy.
Some of the dumbest people run the most powerful companies on earth and it\u2019s hilarious watching them destroy themselves.\n\nMegan Rapinoe?? Nobody likes feminists. Nobody. Even other feminists hate feminists. They\u2019re the least appealing people on the planet.https://twitter.com/sapna/status/1405270760994709505\u00a0\u2026— Jesse Kelly (@Jesse Kelly) 1623879251
Looking forward to the 2021 Victoria\u2019s Secret Fall catalog.pic.twitter.com/YmhnfmjEeP— Jesse Kelly (@Jesse Kelly) 1623879607
Twitter had plenty of comebacks for the straight men who are getting their tighty-whities in a knot over lingerie.
Somehow I don't think you're their target audience, chief.— Shawn Farrell (@Shawn Farrell) 1623885763
Sales have been down for years. Only makes sense for better marketing. Sorry it doesn\u2019t fit your narrative though— Kathy (@Kathy) 1623885486
I see nothing wrong with a brand who is overhauling to represent strong, intelligent women of ALL body types. The 90 lb anorexic chain smoking "angels" represent nothing but men's fantasies. That's not how most women look. I'd much rather see a brand utilize admirable people.— Hope4Rcountry (@Hope4Rcountry) 1623884108
So, this whole screed is a dude whinging that a women's underwear company is no longer using a marketing strategy that appeals primarily to men? Did I understand that right?— Tony C \ud83c\uddfa\ud83c\uddf8 (@Tony C \ud83c\uddfa\ud83c\uddf8) 1623886178
But but but FrEe MaRkEt CaPiTaLiSM!— TN Bull Gator (@TN Bull Gator) 1623930438
@melizzle71/Twitter
@emrazz/Twitter; @Keida_Lavellan/Twitter
ah yes, a man speaking on behalf of all women— laura (@laura) 1623882996
You should smile more, Jesse. Be more pleasing and agreeable.— Marquise de Merteuil \ud83d\udc1d \ud83c\udf3a (@Marquise de Merteuil \ud83d\udc1d \ud83c\udf3a) 1623889579
Yes, how dare they market their underwear to woman, and not your masterbatory preferences...pic.twitter.com/pqWGMJXFka— Roxie, Adult Human Female \ud83e\udd18\ud83c\udff3\ufe0f\u200d\u26a7\ufe0f (@Roxie, Adult Human Female \ud83e\udd18\ud83c\udff3\ufe0f\u200d\u26a7\ufe0f) 1623899069
the men in this comment section acting like VS products are for them. mind yall fxking business— j pendragon: zont zo it\u2728\ud83d\udc15 (@j pendragon: zont zo it\u2728\ud83d\udc15) 1623891295
Megan Rapinoe addressed her new role with Victoria's Secret.
"As a gay woman, I think a lot about what we think is sexy, and we are afforded the ability to do that, because I don't have to wear the traditional sexy thing to be sexy and I don't think the traditional thing is sexy when it comes to my partner or people I've dated."
"I think functionality is probably the sexiest thing we could possibly achieve in life. Sometimes just cool is sexy, too."
Rapinoe also said she was shocked and questioned why the company wanted her in particular.
She hopes the Victoria's Secret executives acknowledge their past mistakes and their history. Rapinoe's role as an ambassador won't end with photoshoots.
She's also been asked to consult on language, products and their brand narrative.