The brand continues to change its strategy and to engage women with non-standard appearance.
28-year-old daughter of musician Mick Jagger and model Jerry Hall for many years, building a modeling career. And recently, she appeared on the footage of his first in 2020 ad campaign — this time for the lingerie brand Victoria’s Secret. Georgia may Jagger starred in the retro video and photo shoot in the style of American 50 years, demonstrating a collaboration of Victoria’s Secret and brand For Love & Lemons based in Los Angeles. Video Georgia may Jagger tried on the image of the traveler, the pilgrim in the USA hitch-Hiking and staying overnight in roadside motels. Underwear models — the epitome of spring and summer: the collection is dominated by bright colors and floral prints.
Choice of daughter Jagger as their model for Victoria’s Secret very unusual — until recently, the leadership of the brand selected for the shoot, and the legendary “angel” of the show only girls with a perfect “glossy” appearance. But this strategy has played a cruel joke with them. At the end of November last year, chief financial officer and Executive Vice President of L Brands, which owns the brand Victoria’s Secret, Stuart B. Burgdoerfer confirmed that the popular fashion show featuring “angels” will not take place for the first time in 25 years:
We need to develop the marketing of Victoria’s Secret, including brand communication with the audience and its emotional content. The show was an important part of the brand and had great success. And given that, we will examine how best to convey the idea of the brand to customers. The last three or four years the company had problems, and we will need some time to stabilize the situation and return to their seats. We believe the most important thing is the quality of the product itself and the quality of our stores and an online store.
In recent years, in the life of a brand really is a black stripe: so, a year ago, the ranks of the “angels” left adriana Lima, who for nearly 20 years, became the face of the show. Also because of the growing popularity of the movement bodypositive people criticized the very concept of the show. All because the organizers select models only “conventional” beauty, that is generally accepted in society, and never was invited to show underwear girls plus size or low growth. An additional portion of resentment, the brand received after the statements of the marketing Director ed Razek that should not be invited in the show, transgender models and plus size models. Reputation could not be restored even after the conclusion of the contract with one (!) model 52 and model transgender. Now mark changes the direction vector and in addition to new faces, including Jagger, releases a new line of underwear, such as shapewear.