Victoria’s Secret has worked hard over the past few years to give itself the ultimate makeover – from near-perfect angels to an advocate for all women. While the target consumer may be unclear to some, the lingerie and beauty giant says that’s the point: beauty is undefinable.
The retailer unveiled its latest campaign – aptly titled ‘Undefinable’ – on Monday, featuring a few familiar faces (and some new ones, too).
“The Undefinable concept was created to really solidify our brand positioning and commitment to our revolution and transformation,” said Raúl Martinez, Executive Vice President and Head Creative Director at Victoria’s Secret. Extending beyond one season, this special campaign is about our ongoing commitment to celebrating all women and each unique layer that makes them who they are. We’re not here to tell anyone how to define beauty, we’re here to celebrate how they define beauty on their own terms. We’re proud to share Undefinable with women around the world and invite them to share their own powerful stories.”
Amy Hauk, Chief Executive Officer of Victoria’s Secret and Pink, added: “The consumer at Victoria’s Secret is at the heart of what we do, and we will continue to use our platform to celebrate individuality and diversity, given the brand’s vision of being global to be leading advocates for women. The cast of this campaign represents the multi-faceted, honest and ever-evolving beauty of femininity, a journey only each individual can choose.”
Victoria’s Secret’s undefinable list of women includes models Adut Akech, Bella Hadid, Hailey Bieber, Paloma Elsesser, Ceval Omar and Valentina Sampaio, as well as legendary model Bethann Hardison; singer, songwriter Brittney Spencer; and professional athletes Eileen Gu, Femita Ayanbeku and Rose Namajunas.
“Undefinable honors the different elements that make every woman special and reminds us all of the value of owning it. It’s so inspiring to be part of a campaign with such incredibly strong women who are proud of their individuality,” said model Paloma Elsesser. “I am thrilled to be working with Victoria’s Secret to share this important message with all women while encouraging them to embrace their own unique and powerful stories.”
Victoria’s Secret began losing revenue and falling out of favor with consumers in 2017, just as the #MeToo movement was gaining momentum.
A series of events – including L Brands founder Leslie H. Wexner’s association with registered sex offender Jeffrey Epstein; former L Brands chief marketing officer Ed Razek’s unflattering comments about plus-size and transgender models in late 2018; A look that many felt was dated and more than a few digital bra brands willing and eager to get involved – didn’t do much to help Victoria’s Secret’s mission to get back on track.
However, since going public as a standalone company in the summer of 2021, the retailer has shifted to a more inclusive look and feel.
The latest Victoria’s Secret campaign was photographed and directed by Harley Weir and styled by Camilla Nickerson. It will be on display at the retailer’s flagship store on Fifth Avenue in New York from Monday through the end of October. The campaign can also be viewed on Victoria’s Secret social channels and billboards throughout Los Angeles and New York.
“There’s so much power in taking control of your identity, and Undefinable embodies that,” said country music star Brittney Spencer. “The women featured in this campaign are a true example of loving who you are and I can’t wait to share that feeling with the world. I’m proud to be part of a campaign for a company that is redefining its historic image of beauty by making glamor and comfort accessible and inclusive for many body types.”
https://wwd.com/fashion-news/fashion-scoops/victorias-secret-undefinable-campaign-1235365258/ Victoria’s Secret Recruits Adut Akech, Bella Hadid, Rose Namajunas, Hailey Bieber, Brittney Spencer and More for New Campaign – WWD