The fall of Victoria’s Secret and its subsequent transformation hahas been noted by several media in the past few years.
Matt Tyrnauer’s much-anticipated docuseries titled “Victoria’s Secret: Angels and Demons” – what money?ieres July 14 on Hulu – nothing more than, chronicling, among other things, the “mysterious relationship” between the former parent company Brand name LO founder Leslie H. Wexner and convicted financier and sex worker offender Jeffrey Epstein; Victoria’s Secret’s corporate culture and the forces that have allowed this retailer to make such a big part in the US underwear market (and then lose some markets) to a major cultural shift.
What the Hulu series will effectively do is make the story more widely known through the streaming platform.le director Tyrnauer – there are other films including “Valentine: The Last Emperor “and”Studio 54“- Dxplores some overarching topics about power, influence, and roles fashion play in our daily life.
“It is a very complicated story not only about fashion but the world of power and influence and what I like to call the fashion industry complex,” said Tyrnauer WWD. “It is about design era: world of design and marketing, fast fashion, but also the people behind it and the power and influence they have promoted. So it’s a story of fashion, power, influence and [company’s] culture. Since so many of my films are about power and influence in a way that some people manipulate different power structures, this became interesting to me. ”
The three-part series gives viewers what the director calls “an inside look at a secret world… and the kind of culture that breaks within the franchise” through multiple interviews. The list includes former Victoria’s Secret models, such as ’80s supermodel Frederique van der Wal, aka Frederique, one of the original Angels; Lyndsey Scott and Dorothea Barth-Jorgensen, former runway models at sister brand Victoria’s Secret Pink; as well as old Angels interview and marketing footage, including a Naomi Campbell talk to the camera.
“I told my modeling agency to call Victoria’s Secret, because they put girls on the map,” Campbell says in the clip.
The brochure also includes internal videos about Limited Brands (Limited Trademark owned by Victoria’s Secret prior to being changed to Brand L, and then Victoria’s Secret & Co.)such as a 2008 video with Wexner saying, “Branding is making movies,” while also pondering the complicated relationship Wexner had with his parents, as well as Epstein, and that helped shape it. retail tycoons dominated the industry for decades.
According to Tyrnauer, Wexner declined to be interviewed about the film, but responded to written questions through a spokesperson. Also not included in the documentary are famous models, such as Gisele Bundchen, Adriana Lima, Heidi Klum and the Hadid sisters, all of whom became household names in part thanks to the annual fashion show.
However, Tyrnauer and his team did something new interviews with former members of the Victoria’s Secret PR team; former direct executive of Victoria’s Secret Mindy Meads and Cindy Fields; co-founder and co-CEO of inner clothes third competitor Love Heidi Zak, and several journalists who have covered the relationship between Epstein and Wexner, all of which put the story around the Victoria’s Secret story.
“They are big characters,” said Tyrnauer, referring to the people behind Victoria’s Secret. “And the brand has had an overwhelming influence on the culture for many years and has been caught up in a cultural shift that is almost in the manuscript. And what the series considers are the changes in culture that have created [Victoria’s Secret seem] irrelevant, unfeasible and ultimately almost brand-threatening.
“One thing the series is about is that in our current conversation about media and big tech, which is essentially media now, people are howling about the influence of Instagramfor example, and its effect on young girls and ultimately all of us, by create a [fear-of-missing-out] culture which many people think is really unhealthy for society,” he continued. “It’s a style of marketing that Victoria’s Secret helped pioneer, because of their overwhelming influence. It’s not as if [Victoria’s Secret] was the only one who did it. But their market share is huge and the company has been too influential for all of that and has really set a tone. And for years – decades – Victoria’s Secret has enjoyed huge success with it.
“And I think there’s a lot of questions around it, especially when you’re dealing with, in this case, female body image,” Tyrnauer added. “When you are creating some kind of FOMO marketing plan and creating images of the female body that may or may not be achieved. That kind of FOMO marketing really raises a lot of flags. “
Beauty competition, social media and fashion in general has long set the standard for women beauty, beauty – standards often change. One of such brands is Abercrombie & Fitch, has also been part of the Limited Brands category. (The Netflix documentary “White Hot” explores similar themes at Abercrombie during the same period.)
“The Abercrombie & Fitch the documentary covers it in its own right; there are similarities,” said Tyrnauer. “It is interesting that both major brands are owned by the same parent company and both are controlled by the same people. Victoria’s Secret and L Brands and Abercrombie & Fitch were the forerunners of that type of marketing and social media that’s really controversial and seen as a cultural issue that our society today needs to fight for. These are truly erotic brands that use sex to sell clothes in shopping malls and create, through their marketing campaigns, a deep sense of what we today call is FOMO, fear of missing out. They are extremely avid in marketing and using sex to sell clothes. It really fits a moment in the culture of the 1990s that I think is best illustrated by ‘Sex and the City’, where forward-looking female sexuality is equated with empowerment. And I think [Victoria’s Secret] took that and exploited it to the twelfth degree and clearly found a large market and did a great job.
“And it seems [Victoria’s Secret] succeeded in doing that and then the culture of accepting that changed,” he added. “And as the ground shifted below, it started to sag. I think it’s a really interesting cultural story.”
These days, Victoria’s Secret looks very different from its catwalk era. As for whether its molting will produce lasting change, Tyrnauer said the world will just have to wait and see.
“[The transformation] is an axis,” he said. “It’s a cultural axis; it meets the needs of the market, partly cultural. I think everyone would agree that being culturally sensitive is a good move for people looking to sell stuff. But, as someone in the movie says, just because you’re using earth tones and choosing a particular line, you’re still selling at the end of the day. “
Tyrnauer added that before the transformation effort began, Victoria’s Secret was “culturally compliant, which is not what you want to do when you’re doing what they do. And finally they – maybe – caught up. We’ll see if they succeed. ”