However, many worry that this is all just an effort for the company to rebrand.
Having a transgender model represent Victoria’s Secret, a brand that is known for dictating mainstream beauty standards, should be nothing but good news. However many are hesitant about the campaign, and worry that this is all just an effort for the company to rebrand.
Victoria’s Secret has received constant backlash in recent years for their lack of representation. Although we have started to see more racial diversity with their choice of models, the company’s fashion shows and campaigns have still heavily lacked the inclusion of different body types. The brand specifically went under fire last year after Ed Razek, Victoria’s Secret’s chief marketing officer, stated inthat he didn’t believe that the Victoria’s Secret Fashion Show should include transgender models. He went on to say that the show was a fantasy, alluding that transgender women don’t provide this same allotted fantasy.
Despite Razek later apologizing in a statement, his transphobic comment came at a time where the brand’s hyper-sexuality and lack of diversity had faced continuous criticism. Viewings for the 2018 Victoria’s Fashion Show fell to an all time low, and was accompanied with declining sales in-store. This year’s 2019 show has alsoIt was reported that Razek recently stepped down from his position, as news of his resignation allegedly broke this Monday.
While we wait for the release of Sampaio’s highly anticipated campaign, it will be interesting to see if Victoria’s Secret is genuine about this shift towards diversity and dismantling stereotypes about conventional beauty, or if this is just an attempt to reshape their brand towards a modern consumer.
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