Victoria’s Secrets Rebrand

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Victoria’s Secret, a brand once at the peak of fame, now feels like a blip in the past. What happened to Victoria Secret?  Victoria’s Secret, initially founded by Roy Raymond, was to make space for men to feel more comfortable buying lingerie. Wexner bought the brand for the small price of one million dollars and created a billion-dollar empire. 

The glitz and glamour were all anyone could think about when the name Victoria’s Secret appeared, everyone wanted a piece. People were obsessed with the brand and how the brand made them feel. Victoria’s Secret branded themselves to be unattainable to the average woman. The models had strict requirements if they wanted to work for Victoria’s Secret. One must obtain an hourglass figure while also being extremely thin to be the Victoria’s Secret ideal woman. To be unattainable made it even more appealing. 

These unattainable ideals were then used by many other companies such as Abercrombie and Fitch, Hollister and American Eagle. They had all portrayed this idea of the ideal body through an all American point of view. However, the seemingly “all American” trope became more understandably problematic.

People started to point out the issues with brands like Victoria’s Secret that were obviously profiting off of women’s insecurities and the male fantasy. All of the sudden, people stopped buying and shopping at these corporations, causing stocks and profits to plummet. 

Now they are in the rebrand era. A time where all of the problematic companies attempt to leave their issues in the past and focus on a more ethical and progressive blueprint. One that is eco-friendly, diverse and body positive. 

The company’s websites range with only neutral colors and even the clothes have less shine to them. Everything is now dull and neutral. This calls to question why must being more inclusive mean being boring. 

For a brand like Victoria’s Secret, one reason people loved their clothes was because of their flashy yet classy colors and statement bras. Why does having to be inclusive mean changing the original aesthetic of a brand people once loved? Now you can buy the same plain bras at any of these department stores because of all the rebranding. Where’s the fun in that?

Tweet us @VALLEYMag and let us know what you think about Victoria’s Secret rebranding!


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