Angel dust! Victoria’s Secret scrubs all Angel photos and videos from flagship Manhattan store ahead of grand reopening after debuting new image
- Half of the company’s stores will ax the Angel look for more ‘inviting’ images
- ‘Angels’ made their runway debut at the fourth USA Fashion Show in 1998
- The Fifth Avenue store will no longer house an Angel museum on the third floor
- The changes come after an investigation into the company’s alleged history of sexual harassment and the company’s lack of inclusiveness
- It’s about time, is all I can say. It’s about time,” said former US Angel Heidi Klum, 48,
The Victoria’s Secret flagship store will look a little different when it reopens later this month.
The iconic ‘Angels’ have graced the catwalks as the company’s model ambassadors since their debut at the fourth annual Victoria’s Secret Fashion Show in 1998.
But they will soon be out of photos and videos in half of the stores, including the Fifth Avenue flagship, which has been closed since March last year due to the pandemic.
An Angel museum featuring images and memorabilia from past Victoria’s Secret fashion shows will no longer fill the store’s third floor.
Victoria’s Secret flagship Fifth Avenue store has been closed since last March due to Covid-19
The company is swapping the ‘Angels’ for more ‘inviting’ images in half of its 1,400 stores
The change comes amid accusations of misogyny and sexual harassment at the 44-year-old lingerie company that have sparked an outcry among top staff.
Moves toward bespoke models and mannequins also accelerated the scrubbing of the ‘Angel’ trademark.
“The word angel is retired, but that doesn’t mean the women we worked with as angels are retired,” US creative director Raul Martinez, who was caught in December by magazine publisher Conde Nast, told the newspaper. NY Post.
“We did have conversations with the former angels. It was an honest conversation.’
About half of the company’s 1,400 stores are swapping the Angel look for an image that’s “more inviting for women to enter,” Martinez said.
The company closed 223 of its brick and mortar stores last year, although online sales have helped the retailer stay afloat.
Angels Romee Strijd (left) and Lais Ribeiro visit the flagship store of Fifth Avenue in 2016
‘We are moving from what men want to what women want; We’re moving from a look to a feel, from excluding most women to including all women, from largely unattainable to grounded in real life,” CEO Martin Waters said in a recent earnings call.
A New York Times story published last year contained explosive charges against former L Brands chief marketing officer Ed Razek, who was accused of being inappropriate with models.
“This abuse was just laughed off and accepted as normal. It was almost brainwashing,” says former public relations officer Casey Crowe Taylor.
“And whoever tried to do something about it wasn’t just ignored. They were punished.’
Martinez said at least three “Angels” are still working with the brand: Taylor Hill, 25, Grace Elisabeth, 24, and Helena Christensen, 52.
Heidi Klum, 48, spent 13 years modeling underwear and angel wings for Victoria’s Secret.
It’s about time, is all I can say. It’s about time,” she said of her former employer’s rebranding during an interview on Australian TV on July 11.
‘As a model, you go there, you’re happy to have a job. If you are not the company, you do what you are told. But looking at this now, I think it’s about time.’