What Victoria’s Secret can learn from 🎀 Barbie

How decentering men can help you create an inclusive strategy for feminine brands

@giphy

Victoria’s Secret still thinks sexiness is only for skinny white women

In 2018, Victoria's Secret cancelled their iconic fashion show, primarily bowing to intense criticism and backlash over the glaring lack of diversity and inclusion in their brand representation.

Now they’re back with all the representation in the world and none of their original brand strategy. On the other side, Barbie, the timeless toy brand, has successfully navigated the waters of reinvention, emerging as a beacon of inclusive marketing and branding.

The outcry for inclusivity was never about ditching the sex appeal—it was about expanding it

Victoria secret’s core brand message was about sexiness. Historically, the privilege to be feminine, alluring and sexy has been reserved for thin white women. By treating representation and sexiness as antithetical, Victoria’s Secret’s rebrand only reinforces the reason why they were cancelled in the first place. While the fumble around in the dark, Barbie has successfully reclaimed and celebrated traditional femininity, embracing diversity and inclusion, resonating deeply with audiences worldwide. They almost got it all completely wrong though.

Why Margot Robbie was the real inclusive choice

Did you know that Amy Schumer was the original choice to play Barbie in the Barbie movie? Amy Schumer’s comedic persona often subverts traditional femininity and while this is a valid and important perspective, Barbie’s rebrand needed to affirm and celebrate femininity in its traditional form, not subvert it. Margot Robbie was the real inclusive choice because she’s a quintessential girly girl and it’s okay to be girly. There’s this toxic notion that to be a “cool girl,” you have to shun your femininity and be “one of the boys.” It’s a misogynistic perspective that devalues femininity and pressures women derive their value from men.

Barbie’s core brand message has always been that femininity is not a weakness; it’s a strength. True feminism and inclusivity doesn’t devalue femininity; it celebrates it and invites all women to experience and embrace it. Casting Margot Robbie cemented Barbie’s core brand message; that being girly is not a stereotype to escape from but an identity deserving of admiration and above all: respect.

Instead of SKIMs, Victoria’s Secret became Spanx

Victoria’s Secret, once the epitome of sex appeal, is now about function and utility; a glaring indication that the brand’s leadership still harbours the antiquated belief that sexiness is the exclusive domain of thin white women. SKIMs unseated Spanx (and Victoria Secret) by making sexiness accessible.

Branding for inclusivity looks like making brand’s for women that aren’t about men

Many brands, like Victoria's Secret, were built when misogynoir was an unchallenged norm and are now trying to rebrand for 2023 audience. Rebranding for inclusivity in beauty and fashion is not about abandoning sexiness; it's about breaking free from white male-defined desirability. Personally, I’d love to see Meg Thee Stallion x Victoria Secret. Do you see it? Someone tell Raúl Martinez that their brand is for the baddies 💅🏽