Victoria’s Secret retires its Angels and announces The VS Collective


No more Angels for Victoria’s Secret (Picture: Dimitrios Kambouris/Getty Images for Victoria’s Secret)

That’s right – in a bid to rebrand as more inclusive, the Victoria’s Secret Angels are no more.

In case you didn’t know, for years the lingerie brand has selected models to be Victoria’s Secret Angels – a higher-status role than simply walking in the runway, that comes with specific obligations.

Previous Angels have included Chanel Iman, Tyra Banks, and Karlie Kloss, while the most recent roster was made up of Leomie Anderson, Grace Elizabeth, Alexina Graham, Taylor Hill, Stella Maxwell, Barbara Palvin, Lais Ribeiro, Sara Sampaio, Josephine Skriver, Romee Strijd, and Jasmine Tookes.

But now, this tradition is coming to an end.

In place of the Angels, the lingerie brand has announced The VS Collective.

The group is made up of spokespeople including actress Priyanka Chopra-Jonas, model and skier Eileen Gu, football player and gender equity campaigner Megan Rapinoe, plus-size model Paloma Elsesser, and Brazilian model Valentina Sampaio, who became Victoria’s Secret’s first openly transgender model in August 2019.

This move comes after Victoria’s Secret cancelled their staple fashion show in 2019 after years of falling viewer numbers.


2018 Victoria's Secret Fashion Show in New York - Runway

The Angels were of a higher status than runway models (Picture: Dimitrios Kambouris/Getty Images for Victoria’s Secret)

The brand has received quite a bit of criticism in the past years, on everything from the body ideal promoted by the shows to the former marketing officer’s comments on transgender models.

Plus, there has been significant competition from brands such as Savage x Fenty, which has been praised for its diversity and design.

CEO Martin Waters said the ending of the Angels represents a ‘dramatic shift’, stating: ‘At Victoria’s Secret, we are on an incredible journey to become the world’s leading advocate for women.

‘This is a dramatic shift for our brand, and it’s a shift that we embrace from our core.


Bella Hadid at the 2018 Victoria's Secret Fashion Show

Their fashion show was cancelled in 2019 (Picture: Corbis/Corbis via Getty Images)

‘These new initiatives are just the beginning. We are energised and humbled by the work ahead of us.’

As well as The VS Collective, the Secret Global Fund for Women’s Cancers has been revealed, which plans to raise ‘at least $5 million annually to examine and address racial and gender inequities and unlock new innovations that improve cancer outcomes for all women’.

Martha Pease, Victoria’s Secret’s chief marketing officer, added: ‘With The VS Collective, we are creating a platform that will build new, deeper relationships with all women.

‘Through a series of collaborations, business partnerships and cause-related initiatives, we’re bringing new dimensions to our brand experience.

‘In marrying our new partners’ energy, creativity and perspectives with our network and scale, we can transform how we connect with and show up for women.’

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