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Victoria’s Secret Wants to Shed Sex-Sells Image

Victoria’s Secret might have a hard time leaving its reputation in the past but a new campaign is trying to change the conversation.

The lingerie company’s “Undefinable” campaign promotes its new message of inclusive beauty featuring diverse women and underscoring its “dedication to evolving, listening, and reinforcing that beauty was always for the individual to define.”

Photographed and directed by Harley Weir, the campaign launched Monday featuring personalities including Adut Akech, Bella Hadid, Hailey Bieber, Paloma Elsesser, Valentina Sampaio, activist Bethann Hardison, singer-songwriter Brittney Spencer, Paralympic athlete Femita Ayanbeku, mixed martial artist Rose Namajunas and Olympic skier Eileen Gu. They address body image and self-worth and what gives them confidence.

Model Hailey Bieber takes part in Victoria's Secret's latest campaign.
Model Hailey Bieber Victoria’s Secret

“The cast featured in this campaign represents the multifaceted, honest and ever-evolving beauty of womanhood—a journey that is only each individual’s to choose,” Victoria’s Secret and Pink CEO Amy Hauk said.

 “The Undefinable concept was created as an avenue to really cement our brand positioning and our commitment to our revolution and transformation,” executive vice president and head of creative Raúl Martinez added. “We are not here to dictate how to define beauty for anyone but instead we are here to celebrate how they define beauty on their own terms.” The campaign represents an “ongoing commitment” to representation and includes an immersive installation at the Victoria’s Secret’s Manhattan flagship that opens this week.

Model Adut Akech is one of the faces of the Undefinable campaign.
Model Adut Akech is one of the faces of the Undefinable campaign. Victoria’s Secret

Elsesser wants the campaign to help women “embrace their own unique and powerful stories,” while Spencer said she was “proud to be part of a campaign for a company that’s redefining its historic image of beauty by making glamour and comfort accessible and inclusive for many body types.”

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“There is so much power in taking charge of your identity, and Undefinable embodies just that,” the country singer added.

Victoria’s Secret is reimagining itself as an inclusive company as competitors like American Eagle’s Aerie and Rihanna’s Savage X Fenty take market share with an “everyone welcome” mantra. It recently launched the VS&Co-Lab to showcase small and medium-sized intimates, swim and lifestyle brands by diverse founders. And in April, Pink recruited its first male brand ambassador, actor Darren Barnet, to act as the face of a line of gender-neutral casual wear.