In an interview, top model Shanina Shaik confirmed that in 2019 for the first time in 23 years, there
will be no Victoria’s Secret annual show: «Unfortunately - stated 28-years-old Shaik - the Victoria’s Secret show won’t be happening this year. It’s something I’m not used to because every year around this time I’m training like an Angel». About the reasons for the cancellation, the model says that probably the brand is trying to redefine itself.
Lately, Victoria’s Secret is on everyone’s mouth: on the 5 th of August, it was announced that the band’s (and L Brand’s) CMO, Ed Razek, has resigned. Last November, in an interview with Vogue,
Razek had stated that Victoria’s Secret would have never worked with transgender or plus-sized models on its fashion shows «because the show is a fantasy». Of course, the backlash was strong in
an era in which the keywords are inclusivity and body positivity and with the creation of inclusive
brands such as Savage x Fenty by singer Rihanna.
Last week, however, Brazilian model Valentina Sampaio was chosen to be the new face of Pink,
Victoria’s Secret’s sub-brand geared mainly toward college students, becoming Victoria’s Secret’s
first transgender model. Many people thought of Sampaio’s hiring as a part of brand’s strategy to
modernize its image: in his 26 years of work at Victoria’s Secret, Razek helped with the
strengthening of the figure of the Angel, giving the brand a deeply sexualized image and imposing
beauty standards considered by many unattainable.
Razek’s resignation comes at a crucial moment for the Victoria’s Secret brand, which in the last two
years saw sales decrease and lost a share of the market because of the emerging of new brands that
stand up for inclusivity and that sell comfortable lingerie. Surely, Victoria’s Secret will have to find
a way to renew itself if it wants to keep a leader position in the lingerie field.
words Elena Affricani