Bella Hadid is returning to Victoria’s Secret.
The model revealed today that she will be participating VS Collective of the company, Victoria’s Secret initiative to bring together a diverse group of women for collaborations, partnerships and campaigns.
Hadid was previously a Victoria’s Secret Angel, participating in the label’s fashion shows from 2016 to 2018. However, in 2020, she severed ties with the company after join more than 100 others in accusing former L Brands chief marketing officer Ed Razek of inappropriate conduct. Razek has since left the company.
The model talked about her decision to return to Victoria’s Secret in an interview with Marie Claire, saying: “It’s been a few years since I’ve done anything with Victoria’s Secret. What prompted me to come back was them. Come to me and really prove to me that, behind the scenes, Victoria’s Secret has changed a lot. … There’s a pattern that, I think, a lot of us women used to work with Victoria’s felt. Secret. And now, six out of seven [VS] Board members are all female. And there are new imaging protocols that we have. So a lot has changed. I feel like the world really deserves a brand like Victoria’s Secret and I feel represented by it too. “
Hadid said she decided to work with Victoria’s Secret again after about a year and a half talking with company executives about how Victoria’s Secret is changing and what its new mission is.
“[Joining the VS Collective] It’s really about regaining my strength and letting the power over my body be released to myself again,” she said. “I think the beauty of what Victoria’s Secret is as a collective is in the conversation. We are all together, Paloma [Elsesser], Adut [Akech], as we sit on the set, we’re just grateful for how supported we feel now, instead of how it used to be, when it was a lingerie company that used to be run by men for men.… I just looked around [on set] and I feel empowered again. I feel empowered in lingerie, instead of feeling like my body is a money machine.”
Victoria’s Secret has been embroiled in a number of controversies over the past few years, including allegations against Razek and the controversy surrounding former L Brands emeritus president Leslie H. Wexner close ties to convicted sex offender Jeffrey Epstein. Many speculated that Epstein used his close relationships with Wexner and Victoria’s Secret to seduce young women.
The brand was also frequently called out for lacking diversity, in terms of race, body size, and inclusion of the LGBTQ community, in its canceled annual lingerie fashion campaigns and shows.
VS Collective is part of Victoria’s Secret’s rebranding and commitment to diversity and inclusion. The initiative was launched in June and includes prominent female figures such as professional soccer player Megan Rapinoe, actress Priyanka Chopra, model Paloma Elsesser, tennis champion Naomi Osaka and transgender model Valentina Sampaio, among others.
While Hadid’s addition to VS Collective was announced today, she returned to Victoria’s Secret last month for the brand’s holiday campaign.
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https://wwd.com/fashion-news/fashion-scoops/bella-hadid-joins-victorias-secret-vs-collective-details-1235008722/ Bella Hadid Joins Victoria’s Secret’s VS Collective: Details – WWD