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Victoria's Secret Begins Its Rebranding by Trying to Be More Inclusive

But is it enough to save the brand?
Victoria's Secret Begins Its Rebranding by Trying to Be More Inclusive
IMAGE INSTAGRAM/victoriassecret
But is it enough to save the brand?

The cancellation of the 2019 Victoria's Secret Fashion Show marked an end of an era for the popular lingerie brand. When the announcement was made November last year, chief financial officer Stuart B. Burgdoerfer told press that the brand would be reevaluating its marketing strategies. "We're figuring out how to advance the positioning of the brand and best communicate that to customers," he said in the statement.

Before the fashion show was cancelled, Victoria's Secret had been continuously receiving flak for the lack of diversity in their pool of models. The brand also had to close more than 50 stores last year. That said, this might all start changing 2020, if the unveiling of their newest campaign is any indication. 

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The new campaign features a total of nine models of different ethnicities, body types, and skin tones. "All-new—and all about you. Join us as we redefine our lingerie landscape," the brand writes on Instagram. Featured in the campaign are models Jasmine Sanders, Riley Montana, Yvonne Simone, Chiharu Okunugi, Hyunjoo Hwang, Nisaa Pouncey, Alexina GrahamSolange Van Doorn, and Victoria's Secret Angel Barbara Palvin.

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Though this move for inclusivity is admittedly quite late for such a big brand like Victoria's Secret, the campaign is receiving positive feedback on social media. Now this begs the question: Would it be enough to save the brand? We're guessing we'll have to wait and see.

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