Victoria’s Secret signs Priyanka Chopra and footballer Megan Rapinoe in rebrand (Image: Getty)
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Victoria's Secret signs Priyanka Chopra and footballer Megan Rapinoe in a major rebranding move.
The fashion label is said to be moving away from its traditional branding towards a more inclusive and diverse image with a broader appeal.
Actress Priyanka Chopra and soccer star Megan Rapinoe are just two of many new famous faces from diverse backgrounds and professions to front Victoria's Secret, including on a 10-episode podcast.
Others to join are Sudanese-Australian model Adut Akech, English journalist Amanda de Cadenet, model and body activist Paloma Elesser, Chinese freestyle skier Eileen Gu, and Brazilian transgender model and activist Valentina Sampaio.
Priyanka Chopra will be an ambassador for Victoria's Secret as part of the 'VS Collective'
(Image: Getty Images for dcp)
Announcing 'The Collective' on their social media pages, Victoria's Secret commented: "We are proud to announce an exciting new partnership platform, #TheVSCollective, designed to shape the future of Victoria’s Secret.
"These extraordinary partners, with their unique backgrounds, interests and passions will collaborate with us to create revolutionary product collections, compelling and inspiring content, new internal associate programs and rally support for causes vital to women."
A reported industry insider told Page Six about the 'VS Collective': "It’s a group of women inspiring change and positivity. It’s another step they’re taking towards transforming the brand. The entire industry thought Victoria Secret was done."
The USA soccer player Megan Rapinoe has joined Victoria's Secret
(Image: Getty Images)
They went on to add: "[The Collective] is completely cause-driven … The idea is to create this community of outsiders looking in. It’s a new generation for the brand that is more about inclusivity.
"And they [Victoria’s Secret] needed it if they wanted to stay afloat. The brand was stuck in an era that never evolved. It’s a different world now."
The women chosen will reportedly appear on podcasts and other marketing material and are not expected to appear at shows in underwear as other celebrity faces involved with the brand have before.
Priyanka – pictured here with husband Nick Jonas – will be part of the brand's big changes
(Image: Getty Images for LLV)
Rapinoe herself has now said to The New York Times that the old image of Victoria's Secret was "patriarchal, sexist, viewing not just what it meant to be sexy but what the clothes were trying to accomplish through a male lens and through what men desired."
The soccer star told the publication that she decided to work with Victoria's Secret now as they were willing to acknowledge their mistakes and move forward, having previously wondered why they wanted to work with her.
"I don’t know if Victoria has a secret anymore," she concluded.
Megan (right) has previously spoken out about gender pay inequalities during Equal Pay Day
(Image: Getty Images)
Meanwhile, Adut Akech penned on Instagram following the announcement of her involvement with the brand: "I am excited join the @VictoriasSecret fam as part of #TheVSCollective – women who are icons of our time.
"I can’t wait to work along side them to remind, encourage and support all women that they can and should dream big and always reach for the stars.
"This is just the beginning and I’m excited for the feature #VSAmbassador ".
The Mirror has reached out to representatives of Megan Rapinoe, Priyanka Chopra and Victoria's Secret for comment on this story.
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