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.