Tennis champion Naomi Osaka is Victoria Secret’s newest VS Collective member.
The lingerie retailer shared the knowledge on Instagram November 17, writing that the 24-year-old athlete “can be a part of an ever-growing group of trailblazing companions who share a normal passion to drive optimistic change.”

In June 2021, Victoria Secret launched its VS Collective, an initiative made up of figureheads to “have an effect on and type the long term” of the mannequin.
Osaka joins the ranks of various high-profile celebs, along with Hailey Bieber, Priyanka Chopra, Eileen Gu, Megan Rapinoe, Paloma Elsesser and Valentina Sampaio.
In an interview with WWD, Osaka said she was impressed to turn into concerned after learning regarding the imaginative and prescient for the VS Collective.
“I keep in mind going into [Victoria’s Secret] outlets after I used to be a toddler and questioning why not one of many girls on the wall regarded like me,” she said. “Now, as a collective, we’re capable of encourage the following know-how from all completely completely different backgrounds, cultures and sizes. That represents such progress to me.”
Acknowledged for her advocacy of social factors along with racial justice and psychological properly being, Naomi Osaka was a “pure choice,” said Janie Schaffer, chief design officer of Victoria’s Secret, per WWD.
The VS Collective represents the company’s drastic rebrand to be further inclusive. Since its inception in 1977, Victoria’s Secret was made to be a “retailer the place males would possibly actually really feel cozy buying for lingerie,” The New York Situations critiques. And up until very recently, its mannequin imagery and messaging catered to the male gaze above all else.
Along with the dearth of selection in fashions and sizing selections, Victoria’s Secret has been the subject of numerous controversies over time. A 2020 investigation by The New York Situations found that the company fostered a misogynistic custom of sexism, sizeism and ageism. On excessive of that, the mannequin’s former proprietor, Les Wexner, was found to have had shut ties with intercourse offender Jeffrey Epstein.
Victoria’s Secret’s status inevitably dropped recently, with customers selecting retailers that promoted a further inclusive image of magnificence. In June 2021, the company launched an extreme rebrand, taking out its universally acknowledged picture: Victoria’s Secret Angels.
Angels had been skinny, tall fashions who would stroll Victoria’s Secret runway displays bearing bedazzled feathery wings and sky-high stilettos. What obtained right here as an alternative of the angels was the VS Collective, made up of women the mannequin deems as advocates.
Members of the collective advise the company, appear in adverts and promote the mannequin on Instagram, as reported by The New York Situations. In accordance with Martin Waters, CEO of Victoria’s Secret, the company’s newfound mission “is to be the world’s important advocate for girls.”
It’s nonetheless unclear whether or not or not they’ll have the power to meet that formidable objective. Victoria’s Secret’s sharp pivot from male fantasy to female empowerment might very properly be seen as disingenuous. “This Victoria’s Secret rebrand is so annoying,” said vogue writer Hannah Tindle on Twitter. “It may need merely modified itself from what it was to be further consistent with the values of 2021 with out pretending to be some sort of worthy ‘feminist collective.’”

By swapping rigid physique necessities for self-proclaimed female empowerment, the mannequin is undoubtedly aiming to attraction to customers who price social factors. The question stays whether or not or not buyers will buy the change in ethos.
Osaka, nonetheless, holds optimism for the collaboration. “I wouldn’t have thought this was doable as a toddler and I’m so glad there’s further illustration on the earth now,” she wrote on Instagram. “

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