The world has one less opportunity to objectify women. L Brands, the parent company for Victoria’s Secret, officially announced in November that it canceled the 2019 Victoria’s Secret Fashion Show.
The show’s ratings have been declining for years, as has interest in the brand’s products. Sales dropped 7% in the latest quarter compared to the same quarter last year.
Debuting in 1995, the show began as a marketing stunt and evolved into a pop culture event. While the brand can claim that the target audience was potential customers, the show really catered to the desires of men. Why else would all the models be the same, unrealistically thin body type? If they were truly marketing to women, then they would feature models who look like average women.
People took notice of the lack of diversity. The 2018 show achieved the lowest ratings, happening in the face of a Vogue interview with the company’s former president Ed Razek. He said the show wouldn’t feature plus-size or “transsexual” models “because the show is a fantasy.”
That’s basically an admission that the show wasn’t geared to the average-sized woman, who make up a large majority of Victoria’s Secret customers. The show was a chance to stoke desire and objectify the models who walked.
Investors recognize the sales they’re missing out on as more inclusive competitors like Aerie and Savage x Fenty grow more popular. These investors are urging the company to “modernize”Within three months, one investor wrote to the CEO in March. “While Victoria’s Secret has improved the racial and ethnic diversity of the women in its advertising campaigns, it continues to use models that depict a very narrow definition of beauty.”
Modern customers are looking for new ways to communicate with their employees. forThey want brands that empower them, and products that are flattering and comfortable. They want to see themselves represented, and they haven’t found that with Victoria’s Secret.
Instead, the brand has been overrun by tall, thin and conventionally gorgeous women women. These women have the right to feel empowered, confident, and represented just like any other woman. However, brands such as Victoria’s SecretIt is important to remember that the majority of womenThese restrictions do not apply to you.
That’s where brands like Savage x Fenty, Aerie and ThirdLove get it right. These companies hire models from all body types, making plus-size products more accessible. ThirdLove even offers larger sizes. Victoria’s SecretSells
ThePressure to fit in standards Victoria’s Secret sets forward aren’t just detrimental to the womenThey market to them, but they also hurt the models. Many models have described their diets over the weeks leading to the event. show, and they aren’t healthy.
Adriana Lima stated in 2011 that to lose 50 lbs of postpartum weight, she had to eat protein shakes forExercise twice daily for nine days. Fast the 12 hours prior to the event. show.
Rosie Huntington Whiteley described her ban of sugar, dairy, gluten, and alcohol as “brutal.”
Erin Heatherton resigned from the brand in 2013, citing the pressure of losing weight forThe shows.
With the expiration of the Victoria’s Secret fashion showThese models will hopefully be able confidently in their bodies, without any external pressure to conform to a particular standard. TheCancellation of the showThis is a step in a positive direction forA more inclusive, confident society.
Kayla Mayer can be reached at [email protected]