In a strategic move to rejuvenate its image and combat declining sales, lingerie giant Victoria’s Secret has made a bold decision to bring back some of its former “Angels” to lead the charge in their latest campaign.

The lineup includes renowned supermodels Gisele Bündchen, Naomi Campbell, Candice Swanepoel, and Adriana Lima, who will spearhead the company’s new “The Icon Collection” campaign.

This maneuver comes as a pivot from the company’s 2018 move to dissolve its previous group of Angels as part of an overarching effort to enhance inclusivity.

Despite these substantial changes, Victoria’s Secret has been grappling with a slump in sales over recent years, finding itself ceding market share to formidable competitors like Aerie, Savage X Fenty, and Skims. The lingerie retailer’s profitability took a notable hit, with profits dwindling from $646 million in 2021 to $348 million in 2022.

The financial woes were compounded by a significant net loss of $72 million in 2020, attributing a considerable portion to the repercussions of COVID-19-induced lockdowns.

New collection

Dubbed “The Icon Collection,” the freshly unveiled campaign boasts an eclectic mix of models, fronted by the likes of Gisele Bündchen and Adriana Lima, showcasing the brand’s latest innovation: the push-up demi bra.

Notably, this strategic shift signifies the company’s earnest endeavor to extend its appeal to a more diverse spectrum of sizes and consumer preferences. The collection ambitiously spans sizes ranging from XS to XXL.

Furthermore, Victoria’s Secret has announced its intent to stage a comeback for its fashion show, which had been suspended in 2019. The revitalized showcase promises a fresh narrative, forgoing the traditional “Angels” in favor of a more diverse representation of women from across the globe.

This revamped approach is strategically designed to contemporize the brand’s identity and establish a more resonant connection with its core audience.