Sunday, 02 October, 2022

Victoria’s Secret shifts image with new faces for Asia

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Image caption

Yang Mi on the red carpet at a December 2019 awards ceremony in Beijing.

US lingerie retailer Victoria’s Secret has unveiled two new brand name ambassadors as it seems to Asia to reverse its battling fortunes.

The appointment of well known actors Yang Mi and Zhou Dongyu marks a improve from working with versions to characterize the firm.

It also seems to be a shift absent from the US brand’s overtly sexualised graphic.

The substantial-profile partnerships come even as an arrangement to consider more than the organization appears to be like to have collapsed.

On Thursday Victoria’s Secret appointed Chinese A-lister Ms Yang as its Asia model ambassador.

She is one of China’s most profitable and optimum-paid out actors, who has appeared in Television set dramas that are hugely popular in Southeast Asia, South Korea and Japan.

Ms Yang advised that her involvement with the manufacturer was part of a reshaping of its image: “As a result of a absolutely new interpretation, I want to make sexiness a pure expression in lifestyle, and it to come to be a more good and advantageous pressure.”

Before in the 7 days the company introduced that film and Tv star Ms Zhou would be the new deal with of the model in China.

By Kerry Allen, BBC China media analyst

Zhou Dongyu and Yang Mi are equally big celebs in China. But in unique, securing Yang Mi as a single of the firm’s ambassadors is a enormous gain for Victoria’s Top secret, as she is one of the country’s greatest stars, and a single of only a handful of stars on the well-known Sina Weibo platform who has much more than 100 million followers

Her appeal is such that due to the fact she has posted the online video of her showing up in Victoria’s Secret’s new marketing campaign, tens of hundreds of fans have rushed to her website page, sharing screen grabs from their telephones exhibiting that they have rushed to purchase Victoria’s Secrets and techniques goods.

But she has also been successful in demanding a taboo in the country – it is very rare matter to see a Chinese female carrying lingerie and attaining acceptance, rather of criticism. At 1 period of time, lingerie promoting was banned in China, and what men and women don in the bed room is even now thought of by several to be a extremely private issue, not a little something for sharing publicly on the net.

Lawful battle

Ms Zhou is perhaps greatest-identified for her roles in the characteristic films Beneath the Hawthorn Tree and Soul Mate as nicely as the strike teenager drama Better Days.

“I determine sexiness as being relaxed, nonconformist, and expressing (oneself) in a all-natural condition. It really should be we who outline sexiness, not we who are outlined,” she mentioned in a promotional video clip.

The bulletins occur in the same week that a buyout firm which had agreed to choose manage of Victoria’s Secret claimed it was pulling out of the deal.

On Wednesday Sycamore Associates explained it had walked away from a $525m (£425m) agreement to obtain a bulk stake in the firm.

It came after the lingerie brand name shut down merchants and furloughed workers in reaction to the Covid-19 outbreak.

In response, the owner of Victoria’s Top secret, L Models, reported it would challenge the go, setting up the initially high-profile authorized struggle in the US over the termination of a merger agreement mainly because of the coronavirus pandemic.

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