The Victoria’s secret advert aims to cement its commitment to women with “Undefinable.”
Feminine brands are changing their communication to move away from the traditional beauty canons that they themselves had created. We have the recent Barbie case, the impressive Dove campaigns and now, Victoria’s Secret.
And it is that the popular brand of lingerie and feminine products has begun a process to reposition its brand. The objective? make a positive impact on the lives of consumers. To do this, it defends the unique perspectives of women.
“Undefinable” is the title of the Victoria’s Secret advert created by creative agency Look, stylist Camilla Nickerson and photography by Harley Weir. Featured in the campaign are new brand ambassadors: models Bella Hadid and Hailey Bieber, refugee and activist Adut Akech, skier Eileen Gu and transgender model Valentina Sampaio. The brand has also collaborated with disruptive figures such as artist Brittney Spencer, athletes Femita Ayanbeku and Rose Namajunas, and activist Bethann Hardison.
According to Amy Hauk, CEO of Victoria’s Secret: “At Victoria’s Secret we will continue to use our platform to celebrate individuality and diversity to be the leading advocate for women in the world. The cast featured in this campaign represents beauty that is multifaceted, honest and in constant evolution of femininity.”
Victoria’s Secret’s “Undefinable” advert is an avenue to cement the future of the brand and its commitment to the women’s revolution. The brand aims to generate conversation on social networks through the hashtag #Undefinable.
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