Victoria's Secret is reportedly initiating an internal search for a new Angel, according to a recent industry report, signaling a potential re-evaluation of its celebrity ambassador strategy just a few years after officially retiring the iconic title.
The potential return of the "Angel" title, central to Victoria's Secret's identity for decades, has industry observers focused. This follows the company's highly publicized 2021 brand overhaul, which discontinued the Angel concept in favor of the "VS Collective" featuring diverse ambassadors. While Victoria's Secret has not officially confirmed the search, the report has prompted discussions about the next phase of the brand's marketing evolution.
What We Know So Far
- An internal search for a new Angel is in its "early stages," according to anonymous sources cited in a report by WWD.
- Victoria's Secret officially ended its Angel program in 2021, replacing the supermodel-focused roster with the "VS Collective" initiative to champion accomplished women from diverse fields.
- When asked to comment on the report, a company spokesperson provided a statement to Bloomberg, noting, "We are always evolving our marketing and our partnerships to reflect our customers."
- A casting brief, allegedly seen by the industry blog StyleInsider, reportedly specifies a search for a "globally recognized talent with a strong personal platform for advocacy," though this claim remains unverified.
Victoria's Secret Marketing Strategy Changes
Victoria's Secret announced in June 2021 it was moving away from the long-standing Angel concept, which had defined its marketing since the late 1990s. The Angels, a select group of high-fashion models who headlined the brand's annual fashion show and global campaigns, faced mounting criticism for promoting a narrow and exclusionary standard of beauty. The reported search for a new Angel occurs within this context of deliberate transformation.
In place of the Angels, the brand introduced the VS Collective, a group of ambassadors chosen for their achievements and advocacy work rather than their runway careers. Initial members included athletes, entrepreneurs, and activists, marking a clear departure from the supermodel archetype. This strategic pivot was presented as foundational to rebuilding the company's image and connecting with a new generation of consumers who prioritize inclusivity and authenticity.
The alleged StyleInsider casting brief, emphasizing advocacy, suggests a potential blending of old and new strategies for the "Angel" role. This could retain the high-profile visibility of the "Angel" title while aligning selection criteria with the purpose-driven values of the VS Collective. Should reports of a new Angel search be confirmed, the key focus will be on how the role is defined, as the company's official statement remains broad, offering no specific details on its future plans for brand ambassadors.
What We Know About Next Steps
The process is reportedly in its preliminary phase, according to WWD's sources, which would suggest that a final decision or public announcement is not imminent. Victoria's Secret has not released an official timeline, nor has it confirmed that a formal search is underway. Any further developments are contingent on an official statement from the company or additional, substantiated reporting from credible industry sources. For now, the future of the Angel title remains an open question within the brand's evolving narrative.
