Within the age of TikTok, cancel tradition, and shifting social values, the definition of magnificence is not confined to slender beliefs. Manufacturers that when dominated the style business at the moment are being held accountable for his or her lack of inclusivity. One such model, Victoria’s Secret, confronted a reckoning within the late 2010s, when its glamorous vogue exhibits, typically perceived as the top of high-fashion lingerie, turned the centre of fierce public criticism.
For years, the annual Victoria’s Secret Style Present was a cultural occasion, a stunning spectacle that includes supermodels —dubbed “Angels” — strutting down elaborate runways, donning lingerie adorned with extravagant wings. However the present started to really feel out of sync with the cultural second, significantly as actions like physique positivity and inclusivity gained momentum. Public outrage peaked in 2018, following feedback by the then chief advertising and marketing officer, Ed Razek, who dismissed the concept of together with plus-size and transgender fashions within the present, sparking widespread backlash.
As client values shifted and scores declined, Victoria’s Secret’s shiny picture and outdated beliefs had been not celebrated however critiqued. In 2019, the long-lasting vogue present was cancelled after 23 years, marking the tip of an period.
Lekha Washington
| Picture Credit score:
Particular Association
A comeback rooted in change
Quick-forward to 2024: after a five-year hiatus, the Victoria’s Secret Style Present is making a return. Set to air on October 15 in the US (October 16 in India), this revival marks extra than simply a reappearance — it indicators a big rebranding. The model, as soon as synonymous with unattainable magnificence beliefs, has undergone a metamorphosis, embracing physique range and inclusivity. This time, they’re doing issues in a different way.
In a transfer to reclaim its cultural relevance, Victoria’s Secret has partnered with artists worldwide to reimagine one in every of its most iconic parts: the wings. These wings, as soon as an emblem of the unattainable magnificence perpetuated by the model, at the moment are being repurposed as a celebration of individuality and empowerment via artwork. In India, three murals have been created and unveiled throughout malls in main cities — Phoenix Palladium (Mumbai), Atmosphere Mall (Delhi), and Phoenix Mall of Asia (Bengaluru) — within the lead-up to the present.
These wing installations are not simply creative shows; they characterize the model’s acknowledgment of previous missteps and an effort to align itself with a extra inclusive, genuine narrative. And on the coronary heart of this inventive venture in India is Mumbai-based artist, Lekha Washington.
Artwork meets empowerment
Lekha, recognized for her modern designs, brings her distinctive creative imaginative and prescient to the forefront of this collaboration. Her iconic Crimson Dot Chair — a venture that emphasises individuality and internal energy — serves because the inspiration for the wing murals. For Lekha, merging her creative sensibilities with Victoria’s Secret’s evolving model identification was a pure development.
“The Crimson Dot Chair is deeply private to me. It celebrates individuality, one thing we regularly overlook,” Lekha explains. “Mixing this idea with the Victoria’s Secret wings allowed me to create an expression of internal energy and empowerment.”
Her designs for the three wings draw from a variety of supplies, textures, and sudden parts. One mural options wings comprised of cloth, designed to imitate feathers, ribbons, and beads, whereas one other takes the type of unfurling ribbons, symbolising celebration. The ultimate set up, maybe probably the most placing, is a frozen splash of paint — crafted from silicone and brass — capturing motion and spontaneity in time.
Every set up is distinct however unified by Lekha’s creative ethos: a dedication to individuality and the celebration of human energy.
A shift in inventive course
Collaborating with a model as industrial and globally recognised as Victoria’s Secret may seem to be a problem for an artist dedicated to preserving their inventive integrity, however Lekha navigates this stability with ease.
“I don’t undertake collaborations that don’t resonate with my ethos,” Lekha says. “Victoria’s Secret allowed me the liberty to deliver my imaginative and prescient to life. Every set up tells a narrative, not simply in regards to the model, however about celebrating the person who experiences it. It’s about confidence, internal energy, and empowerment.”
Her work on this venture, whereas industrial, stays deeply private. “Artwork is a self-fuelling ardour. Every venture I tackle feeds into the following, and these wing installations are not any completely different. They’re an extension of my inventive journey.”
A model in transition
As Victoria’s Secret steps into a brand new chapter, it’s clear the model is aiming for greater than only a return to the limelight. The partnership with artists like Lekha and the reimagining of their iconic wings symbolise a shift — one which’s focussed on inclusivity, empowerment, and a extra genuine portrayal of femininity. The model is not nearly promoting lingerie; it is striving to create a story that resonates with trendy customers who prioritise range and individuality.
Revealed – October 14, 2024 05:07 pm IST
