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It was December 2018 when the last Victorias Secret Fashion Show aired on CBS. A year earlier, the event garnered a billion viewers worldwide, but its size and success had left the company caught off guard by the cultural change brought on by an online generation that demanded to see itself reflected in advertising and budding competitors building into their business plans. Rihanna’s debut Savage Fenty show in the fall of 2018 saw Victoria’s Secret relying on a very narrow beauty concept, all those stunning push-up bras, super-exercising abs, and angel wings, along with a headpiece or other accessory that occasionally goes well with her. culture. . Then there’s the owner’s attachment to suspected sex offender Jeffrey Epstein. On an earnings call in November 2019, it was official: The Fashion Show was cancelled.
In the years since, the company has undertaken an ambitious rebrand, removing the architect from the original Fashion Show; trading Angels with the VS Collective which includes Megan Rapinoe, Priyanka Chopra Jonas, and Paloma Elsesser; and expanding its size range and developing the kind of product that has long been neglected to make nursing bras and mastectomy bras, for example because it doesn’t fit the very definition of male-driven sexiness. Leslie H. Wexner, founder of parent company Victoria’s Secret L Brands, also stepped down as Chairman and CEO, and sold his majority stake. Today, Victorias Secret remains the leader in the US for the lingerie category and for 12 months, the brand saw little growth in 2022 compared to 2021.
Now, in its biggest and most visible move yet, the brand is reinventing its annual event, producing a feature-length documentary that will premiere in September. While this is a pretty radical rethink, the company considers it to be every bit as spectacular as the Victoria’s Secret Fashion Shows of yesteryear—it might even have wings.
There’s no need to explain ourselves any further, says Raul Martinez, EVP, chief creative director of Victorias Secret, who is leading the project. We have evolved and we are moving forward, but that’s not what leaves anything behind. We touch both storytelling, which is about our advocacy and celebrating women’s voices, but also full fashion entertainment [experience]because it’s something that’s pretty iconic.
Dubbed the Victoria’s Secret World Tour, the new show will bring together international female creators from four cities around the world. VS 20 includes filmmakers, musicians, artists and other creatives, with a fashion designer quartet at its centre. Using the resources of Victoria’s Secret, Supriya Lele from London, Bubu Ogisi from Lagos, Jenny Fax from Tokyo, and Melissa Valdes from Bogota will each produce the collection, the behind-the-scenes creation of which will be captured in documents. The four narratives will be coupled with a filmed fashion show which will also feature segment five of Victoria’s Secret’s design pieces.
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Sources 2/ https://www.vogue.com/article/victorias-secret-announces-world-tour The mention sources can contact us to remove/changing this article |
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