Meet The New Face Of Victoria’s Secret As Lingerie Retailer Says Goodbye To Iconic Angels

L Brands’ (LB) has said farewell to the Victoria’s Secret Angel supermodels as it continues its overhaul of the lingerie brand to be more diverse and women inclusive after nearly two decades of fashion shows.

The Angels famously were a part of the televised runway fashion show that was canceled in November 2019, where the supermodels adorned the iconic Victoria’s Secret wings as they walked the runway showcasing that year’s lingerie collection.

According to The New York Times, L Brands made the decision to eliminate the Angel supermodels, instead choosing a lineup of women that are known for their achievements rather than their figures as they redefine the version of “sexy: that Victoria’s Secret represents and sells.

Victoria’s Secret Angels have included supermodels such as Heidi Klum and Tyra Banks, with the first fashion show airing in 1995.

Now Victoria’s Secret has entered into a new campaign that is driven by a series of women that includes soccer player Megan Rapinoe, freestyle skier and soon-to-be Olympian Eileen Gu, biracial model and inclusivity advocate Paloma Elsesser, Indian actress Priyanka Chopra Jones, transgender model Valentina Sampaio, model and refugee of South Sudanese Adut Akech, and photographer Amanda de Cadenet.

The new campaign, known as the VS Collective, is designed to “positively impact the lives of women,” the retailer said.

“At Victoria’s Secret, we are on an incredible journey to become the world’s leading advocate for women,” Martin Waters, CEO at Victoria’s Secret, said in a statement. “This is a dramatic shift for our brand, and it’s a shift that we embrace from our core. These new initiatives are just the beginning. We are energized and humbled by the work ahead of us.”

With the VS Collective, Victoria’s Secret aims to develop brand relationships with women through associate programs, new product collections, compelling and inspiring content, and causes vital to women, it said.

“I am honored and grateful to be a part of The VS Collective in celebration of authenticity, community and love for all women,” Sampaio, who became the first transgender model for Victoria’s Secret in 2019, said.

“I believe in the power of The VS Collective and know that together, we can raise our vibration and catalyze positive change throughout the world. Being a trans woman often means facing closed doors to people’s hearts. As a powerful global platform, Victoria’s Secret is committed to opening these doors for trans women like me, by celebrating, uplifting and advocating for ALL women.”

The women will begin the VS Collective with a reoccurring podcast, where they will share their stories and reveal further details about the partnership with Victoria’s Secret

Victoria’s Secret has been in the process of reviving its brand as it looks to become more inclusive after being criticized for not including women of all sizes. The company has added empowering labels to its lineup and implemented more diverse marketing campaigns in an effort to attract consumers.

In February 2020, L Brands sold a 55% stake of Victoria’s Secret Lingerie, Victoria’s Secret Beauty, and Pink to private equity firm Sycamore Partners for about $525 million.

At the same, L Brands CEO and chairman Leslie H. Wexner stepped down after he was accused of having business ties to the late Jeffrey Epstein. Ed Razek also stepped down from his role with Victoria’s Secret as president and chief marketing officer in August 2019 after a report was published by the Times, citing allegations by models of bullying, lewd comments, and sexual harassment.

L Brands has plans to spin off Victoria’s Secret this summer. The company announced in February that it plans to close 30 to 50 stores in North America in 2021. It closed 241 Victoria’s Secret locations in North America in 2020.

Shares of L Brands were trading at $66.16 as of premarket hours on Thursday, down 1 cent, or 0.02%.