Victoria’s Secret has enlisted Photographer Zoey Grossman to lens their Valentine’s Days 2020 ad campaign, which is a marked shift from previous marketing endeavors and may represent an attempt to adjust the perception of the brand. Long associated with glamazons flaunting impossibly perfect bodies in skimpy lingerie, this new campaign features a more diversified range of body types than has previously been seen modeling the brand’s Valentine’s Day intimates.
In an era in which celebrities such as singer Camila Cabello are taking a stand against body shaming and embracing a more natural look rather than photoshopped images, the choice by Victoria’s Secret to include models with a more inclusive range of body types is a wise one. 22-year-old Cabello made headlines in August 2019 by posting on Instagram Stories “Girls, cellulite is normal. Fat is normal. It’s beautiful and natural.” Through social media and interviews, many other celebrities have spoken out against body shaming and excessive photo retouching within the fashion industry. With this context in mind, one might question whether Victoria’s Secret could have shifted even further, but in any case they are taking a step in the right direction. With the images in this new campaign, they are making the brand more closely aligned with contemporary culture and making the products feel accessible to a wider range of potential customers, while still maintaining an aspirational quality with a few highly toned models as well. Hopefully this will be a success for the brand, and they will continue to create ad campaigns that are more body positive.
Photographer | Zoey Grossman Models | Stella Maxwell, Marquita Pring, Alexina Graham, Taylor Hill, Josephine Skriver, Solange van Doorn, Sara Sampaio, Lais Ribeiro, Romee Strijd, and Jasmine Tookes