aired Dec. 02 on ABC
Once one of the most popular and highly anticipated TV broadcasts
globally, the Victoria’s Secret fashion show is currently causing more
controversy than ever before. Due to its homogenous casting practices that
encapsulate a very narrow idea of female beauty (mostly white girls, cisgender,
young, rail-thin and really tall) the brand has lost customer sympathy and has
been on a steady downfall since 2016. The situation is not pink anymore for
Victoria’s Secret and controversial comments from brand CMO Ed Razek just made
things worse. Before the event’s taping, during an interview with Vogue
magazine he stated:
"Shouldn’t you have
transsexuals in the show? No. No, I don’t think we should. Well, why not?
Because the show is a fantasy"
"We attempted to do a television special for plus-sizes
[in 2000]. No one had any interest in it, still don’t."
Following his remarks and the brand’s outdated approach, the
2018 VS fashion show only scored a 0.9 rating within its target viewer demographics
(between 18 and 49) and managed to reach a total audience of only 3.27 million,
according to TV by the numbers. Compared to its peak in 2001 (12.4 million) the
audience of the show fell dramatically this year.
In the official video, the brand had some of its infamous
angels talk about how the show made them feel. “Empowering”, “Strong”, “Fierce”,
“Sexy”, “Iconic”, “Succesful”, “Powerful” were some of the words they used.
“We should go forward, push the boundaries” (Taylor Hill)
“Defend who you are as a person” (Sara Sampaio)
Through the message conveyed the brand tried to position
itself in a good light, but the statements were definitely not in accordance
with a show that lacks authenticity and fails to promote inclusivity.
References:
https://fashionista.com/2018/11/victorias-secret-fashion-show-ed-razek-trans-plus-size-models-comments
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