Victoria’s Secret launches new direction with Priyanka Chopra Jonas, Megan Rapinoe as spokeswomen

Empowerment, but make it fashion. Victoria’s Secret is getting a makeover, and Priyanka Chopra Jonas, and soccer star Megan Rapinoe have joined the brand to spread the news.

Two years after the brand cancelled its famous Victoria’s Secret Angel fashion show and the "Angel" title entirely, VS announced yesterday that it’s rebrand involves two new causes: The VS Collective and The Victoria's Secret Global Fund for Women's Cancers.

The famous lingerie brand’s press release states that the  VS Collective will feature Priyanka Chopra Jonas, Megan Rapinoe and many other "accomplished women who share a common passion to drive positive change," such as South Sudanese-Australian model Adut Akech, Los Angeles journalist and photographer Amanda de Cadenet, Chinese skier and women's sports advocate Eileen Gu, British model and activist Paloma Elsesser, and Brazilian model Valentina Sampaio who became Victoria Secret's first transgender model in 2019.

The press release also quotes the new brand ambassadors, with Chopra Jonas saying the brand brings back fond memories for her. “I can vividly remember the thrill at 16 opening a gift from Victoria's Secret given to me by my aunt,” she says, adding that she’s thrilled to shape “a new era” of VS.

Rapinoe is quoted as finally feeling included in an industry that has long excluded women like her. “So often I felt myself on the outside looking in with brands in the beauty and fashion industry, and I'm thrilled to be creating a space that sees the true spectrum of ALL women.”

Calling their new spokeswomen “changemakers” and “leading icons,” the lingerie company is moving away from its previous image of size zero models. Criticism over their lack of diversity and body sizes on their runway and catalogue shoots is what led to the Angel fashion show cancellation in 2019.

However, Chopra Jonas and Rapinoe won’t be walking the VS catwalk or posing in hotpants and lacy bras. The brand ambassadors will “create new associate programs, revolutionary product collections, compelling and inspiring content, and rally support for causes vital to women."

Some of that new content includes hosting a 10-episode podcast where each of the women will share their stories.

The Victoria’s Secret Global Fund for Women’s Cancers will “fund innovative research projects aimed at progressing treatments and cures for women's cancers and investing in the next generation of women scientists who represent the diverse population they serve."

Victoria's Secret will award at least $5 million annually to "examine and address racial and gender inequities and unlock new innovations that improve cancer outcomes for all women."

A source told Page Six, “It’s a group of women inspiring change and positivity. It’s another step they’re taking towards transforming the brand. The entire industry thought Victoria Secret was done.”

Another source told the outlet, “[The Collective] is completely cause-driven … The idea is to create this community of outsiders looking in. It’s a new generation for the brand that is more about inclusivity.”

“And they [Victoria’s Secret] needed it if they wanted to stay afloat. The brand was stuck in an era that never evolved. It’s a different world now.”

As the news broke, Megan Rapinoe’s name quickly became a trending topic on Twitter, with many women singing her praises and lauding the company for making this long-overdue change. The news predicably also has its detractors because everyone has something to say about women's lingerie.

We can’t wait to see the direction Chopra Jonas, Rapinoe, and all these inspiring changemakers take Victoria’s Secret. Here’s to change and progress!

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