Victoria's Secret has signed Priyanka Chopra Jonas, an actress, and six others in a bid to revitalise the ailing company.
Priyanka Chopra Jones is one of seven high-profile women who will take the place of the brand's hypersexualised models, who have been criticised for emulating male fantasy rather than accurately representing what women need in undergarments.
1. Adut Akech-A Refugee, mental wellness supporter and a model
2. Amanda De Cadenet, journalist
3. Eileen Gu- World champion free skier
4. Megan Rapinoe- LGBTQIA Activist and professional Soccer player
5. Paloma Elsesser- Body Advocate, model
6. Priyanka Chopra Jonas- Actor, Producer, Entrepreneur
7. Valentina Sampaio- LGBTQIA- Activist, Actor and Model
Sampaio became the first openly transgender model to pose for Victoria's Secret in 2019.
Victoria's Secret, which generated billions by bringing provocative lingerie to the masses in the 1970s, has boosted the careers of supermodels such as Heidi Klum, Miranda Kerr, and Gisele Bündchen.
The US brand Victoria's Secret, which has been criticized for objectifying women, cancelled an internationally televised event in 2019 that saw women parade down the runway in barely-there lingerie adorned with diamonds, feathers, and lace.
"When the world was changing, we were too slow to respond," said chief executive Martin Waters in an interview with local news channel.
"We needed to stop being about what men want and to be about what women want.”
Even before the epidemic, Victoria's Secret saw a 7.7% reduction in sales in 2019.
L Brands, the lingerie company's parent company, said in May that it had spun off the company to separate it from its other holdings.
Victoria's Secret plans to resume its fashion show in 2022, but in a very different format, Mr Waters told the Times.