The lingerie brand’s feminist makeover was not only hilarious but so late to the party and hypocritical that no one bought it
‘Think twice before liberating those angel wings’: Left to right: Karolina Kurková, Tyra Banks, Heidi Klum, Gisele Bündchen and Adriana Lima model Victoria’s Secret lingerie in New York City in 2003.‘Think twice before liberating those angel wings’: Left to right: Karolina Kurková, Tyra Banks, Heidi Klum, Gisele Bündchen and Adriana Lima model Victoria’s Secret lingerie in New York City in 2003.
For some gloaters, this is confirmation of “Go woke, go broke”, but the truth could be more complicated. Is it really wokery that has scuppered Victoria’s Secret’s empowerment reboot, or is this more a corporate cautionary tale about the perils of “faking it”?-esque mental images of: “Lingerie brands that can’t do feminism good, and stuff.” In fairness to Victoria’s Secret, by 2018, it was long overdue a rethink.
To me, it seems clear why the Victoria’s Secret rebrand bombed, and it has less to do with wokery than corporate hypocrisy and inauthenticity. Sure, the campaign was an unintentionally hilarious exercise in patronising woo-woo, fuelled by the lazy presumption that hazing the public with “good intentions” and “big thoughts” makes you morally untouchable.
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