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Victoria’s Secret returns with ambitious new marketing strategy

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2 years ago

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For over two decades, Victoria’s Secret had cultivated an image of sexiness through its iconic annual fashion show, featuring supermodels like Naomi Campbell adorned in extravagant Swarovski-crystal-covered wings, thongs, and million-dollar fantasy bras.

However, after a four-year hiatus, the lingerie brand made a comeback with a complete overhaul, blending a fashion event with a documentary-style film preview, embracing diversity and body positivity.

The Victoria’s Secret World Tour, set to premiere globally on Amazon Prime Video on September 26, signifies the company’s most significant marketing investment in the past five years.

It is a critical part of the brand’s efforts to revamp its image, which had become increasingly out of touch with modern ideals of beauty, leading to several years of declining sales.

The event showcased top models like Winnie Harlow, who has vitiligo, a skin condition, modelling some of the new designs.

It also displayed the creators’ looks on headless mannequins representing a range of body types. Victoria’s Secret aims to move beyond its historical focus on a singular, narrow definition of beauty.

In recent years, the lingerie giant has taken steps to transform its marketing by featuring fuller-figure women in ads, diversifying store mannequins, and introducing products like mastectomy bras and comfortable sports bras.

Store interiors are being refreshed with brighter lighting and blush pink walls. Furthermore, Victoria’s Secret has retired its supermodel “Angels” in favour of a more diverse group of ten women who advise and promote the brand on social media.

Brazilian supermodel Adriana Lima, a longtime Victoria’s Secret Angel, noted the brand’s shift towards celebrating women in various stages and said, “That’s a beautiful thing.”

However, Victoria’s Secret faces significant challenges. Despite remaining the largest lingerie label in the US by sales, its market share dwindled from 31.2% in 2017 to 18.7% last year.

This decline is attributed to the rise of smaller, more inclusive rivals like American Eagle’s Aerie and online startups that prioritise comfort and inclusivity from the outset.

Despite acquiring online competitor Adore Me for $400 million, Victoria’s Secret, based in Reynoldsburg, Ohio, has continued to report declining sales.

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Greenland says “No” to U.S. takeover — Chooses Denmark in geopolitical showdown

Greenland’s PM chooses Denmark over U.S. amid Trump’s controversy over Arctic control, emphasizing sovereignty and local sentiment.

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9 hours ago

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January 14, 2026

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Greenland’s PM chooses Denmark over U.S. amid Trump’s controversy over Arctic control, emphasizing sovereignty and local sentiment.


Greenland’s Prime Minister Jens‑Frederik Nielsen has delivered a clear message amid renewed pressure from the U.S. — if forced to choose between the United States and Denmark, Greenland will pick Denmark, NATO, and the EU.

Nielsen made the declaration in Copenhagen alongside Danish Prime Minister Mette Frederiksen ahead of diplomatic talks with top U.S. officials.

The announcement comes as U.S. President Donald Trump has again stoked controversy by suggesting Washington could pursue ownership or control of Greenland, citing strategic interests in the Arctic. European leaders and Greenlandic officials have pushed back strongly against these ideas, emphasising sovereignty and respect for international law.

This standoff places Greenland’s future in the spotlight — as Copenhagen and Nuuk reaffirm their ties, local sentiment remains overwhelmingly opposed to U.S. annexation and supportive of Greenland’s own path forward.

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Trump promises aid amid Iran unrest

Trump urges Americans in Iran to evacuate amidst escalating protests and vows support for protesters seeking freedom.

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9 hours ago

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January 14, 2026

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Trump urges Americans in Iran to evacuate amidst escalating protests and vows support for protesters seeking freedom.


President Trump has called on Americans in Iran to evacuate as tensions escalate following the government’s violent crackdown on antigovernment protesters. He has ruled out negotiations and encouraged protesters to continue their efforts, hinting that aid could be on the way.

The unrest in Iran has reportedly resulted in over 2,000 deaths, including both protesters and security forces. U.S. officials are reportedly weighing various responses, from sanctions to potential military options, though no immediate action has been confirmed.

Trump delivered a direct message to the people of Iran, emphasising support for their push for freedom and safety amid the growing crisis.

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Trump escalates pressure on the Federal Reserve with Powell probe

Trump administration investigates Fed Chair Powell, raising concerns over political pressure on monetary policy and economic stability.

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1 day ago

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January 13, 2026

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Trump administration investigates Fed Chair Powell, raising concerns over political pressure on monetary policy and economic stability.


The Trump administration has launched a criminal investigation into Federal Reserve Chair Jerome Powell, dramatically escalating tensions between the White House and the central bank.

The probe centres on Powell’s testimony over a controversial renovation of the Federal Reserve’s headquarters, raising alarm over whether political pressure is being applied to monetary policy decisions.

The move has sparked fierce debate in Washington, with critics warning it could undermine investor confidence and destabilise economic expectations.

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