[eau de parfum vs eau de toilette]Madison Beer looks angelic as she stars in Victoria’s Secret perfume campaign amid rebrand efforts
Madison Beer is helping give Victoria’s Secret a new look with a dreamy new perfume campaign.
The lingerie giant teased their upcoming rebrand with a new ad featuring the 22-year-old pop starlet in truly angelic form.
Ringing in a new era for VS, Madison slipped into a flowy white dress – not skimpy underwear – to frolic around a field in the promo for the company’s new Scent Tease Crème Cloud fragrance
Heaven sent: Madison Beer helped Victoria’s Secret tease their ‘relatable’ new rebrand in a dreamy new fragrance ad out on Tuesday
’So excited to announce my campaign with @victoriassecret @vsbeauty for their new scent tease ‘ the Reckless singer wrote, adding the tag #dontquityourdaydream.
The images, which were shot by beloved fashion photographer?Mario Sorrenti, help evoke the scent’s?’light-as-air’ aroma, which features?notes of vanilla meringue, santal flower and sheer amber.
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Madison called working with Victoria’s Secret ‘a literal dream come true’ in an interview with WWD, noting how excited she was to be part of the company’s ‘new chapter.’
’I’ve been shopping with them for years. I was really inspired by the brand’s recommitment to championing all women and their individual experiences, so I was honored to be a part of the new Tease campaign in this new chapter for Victoria’s Secret.’
Covered:?Ringing in a new era for VS, Madison slipped into a flowy white dress – not skimpy underwear – to frolic around a field in the promo for the company’s new Scent Tease Crème Cloud fragrance
Go with the flow:?The images, which were shot by beloved fashion photographer Mario Sorrenti, help evoke the scent’s ‘light-as-air’ aroma, which features notes of vanilla meringue, santal flower and sheer amber
Beer’s work for Victoria’s Secret comes after the brand decided to retire their bombshell ‘Angels’ in hopes of giving the company a more inclusive, relatable identity.
Just yesterday it was reported the Manhattan, New York flagship had scrubbed the store of any Angel imagery, even closing down a mini-museum dedicated to the models.
The iconic ‘Angels’ have graced catwalks as the company’s ambassadors since their debut at the fourth Victoria’s Secret Fashion Show in 1998.?
The change comes amid allegations of misogyny and sexual harassment at the 44-year-old lingerie company that have caused top-level personnel shake-ups.
Moves toward size inclusive models and mannequins also precipitated the scrubbing of the ‘Angel’ trademark.?
Far from heaven: Beer’s work for Victoria’s Secret comes after the brand decided to retire their bombshell ‘Angels’ in hopes of giving the company a more inclusive, relatable identity. Angels?Devon Windsor (left) and?Alessandra Ambrosio on the VS Fashion Show runway
Revamping: Victoria’s Secret flagship Fifth A\venue store has been closed since last March due to Covid-19
’The word angel is retired but that doesn’t mean the women we worked with as angels are retired,’ VS creative director Raul Martinez, who was nabbed from magazine publisher Conde Nast in December, told the?NY Post.
’We did have conversations with the former angels. It was an honest conversation.’
About half of the company’s 1,400 stores are swapping out the Angel look for an image that is ‘more inviting for women to enter,’ Martinez said.?
The company closed 223 of its brick-and-mortar stores last year, though online sales have helped the retailer stay afloat.
’We are moving from what men want to what women want; We are going from a look to a feeling, from excluding most women to including all women, from mostly unattainable to grounded in real life,’ CEO?Martin Waters said in a recent earnings call.
’Inviting’: The company is swapping out the ‘Angels’ for more ‘inviting’ images at half of its 1,400 stores. Above, a store in Prague’s international airport pictured in 2015
Oh:?Leslie Wexner, the CEO of L Brands who stepped down last year, has faced backlash for his association with financier Jeffrey Epstein, to whom he allowed vast power over his financial decision-making before his demise amid charges of sex trafficking
A New York Times?story published last year included explosive allegations against former L Brands chief marketing officer Ed Razek, who was accused of being inappropriate with models.?
L Brands is the parent company of Victoria’s Secret.?
’This abuse was just laughed off and accepted as normal. It was almost like brainwashing,’ said former PR employee Casey Crowe Taylor.
Heidi Klum, 48, was an ‘Angel’ for 13 years. ‘About time, is all I can say,’ she said of the company’s plan to ditch the ‘Angel’ brand
’And anyone who tried to do anything about it wasn’t just ignored. They were punished.’
Leslie Wexner, the CEO of L Brands who stepped down last year, has faced backlash for his association with financier Jeffrey Epstein, to whom he allowed vast power over his financial decision-making before his demise amid charges of sex trafficking.
At one point, Epstein is said to have flaunted his role as a Victoria’s Secret ‘recruiter’ to entice women to meetings and harass them.?
Martinez said that at least three ‘Angels’ continue to work with the brand: Taylor Hill, 25, Grace Elisabeth, 24, and Helena Christensen, 52.
Heidi Klum, 48, spent 13 years modeling underwear and angel wings for Victoria’s Secret.
’About time, is all I can say. About time,’ she said of her former employer’s rebranding during an interview on Australian television on July 11.?
’As a model, you go there, you are happy to have a job. When you are not the company, you do what you are told. But finally, looking at this now, I’m like, about time.’
The Victoria’s Secret Fashion Show, which grew into a televised extravaganza featuring performances by famous musicians, was cancelled in 2019.?