Victoria’s Secret revamping image to reverse fortunes

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Victoria’s Secret undertaking radical revamp to escape its hyper-sexualised image and reverse struggling fortunes

By Daily Mail City & Finance Reporter

Published: | Updated:

Victoria’s Secret is undertaking a radical revamp to escape its hyper-sexualised image and reverse its struggling fortunes. 

Sales at the US lingerie business have suffered as shoppers shy away from the brand, which is embodied by the scantily clad models who perform in its annual show. 

New direction: Victoria’s Secret has hired Chinese A-list actresses Yang Mi (pictured) and Zhou Dongyu as ambassadors

Now the firm – which is presently at the heart of a bitter takeover battle between its parent LBrands and private equity group Sycamore – is attempting to show it has a more sophisticated side by hiring actresses in place of models. 

It has taken on two Chinese A-list actresses, Yang Mi and Zhou Dongyu, as ambassadors as part of the shift of direction. 

The change is also a reflection of the importance of shoppers in China, where both actresses have online followings that number in the tens of millions. 

Yang, 33, promoting the tie-up, said: ‘Through a completely new interpretation, I want to make sexiness a natural expression in life, and it to become a more positive and beneficial force.’

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