Victoria’s Secret seems to be having a change of heart. The lingerie brand’s Instagram, typically a stream of pink underwear and mainly white waifish models, looks different: the models are racially diverse and smiling, the colours are calming and autumnal, the lingerie is styled in a noticeably looser way. There’s a visual subtext of female solidarity, and the captions speak to a beauty ideal that is open rather than prescriptive.
It’s in keeping with an apparent volte-face that began in 2019. After years of promoting uniform beauty standards, spurning trans women and being accused of failing to protect models from sexual misconduct, the brand cancelled its runway show – broadcast annually since 1995 – and launched a campaign in partnership with the lingerie label Bluebella, which pledged to “encourage self-love, self-respect and self-worth. Because everybody is worth celebrating”.
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