The fall of a legend and the rise of two iconic names… Of course, we’re talking about Skims and Savage x Fenty, which appear before Victoria’s Secret with a new and fresh perspective.
Victoria’s Secret, which added the term angels to our lives, is one of those that redefines the word sexy while hosting the legendary fashion shows of the period. Emphasizing “perfect” bodies with thin but distinct lines, despite the size 0 models of the time, the brand also identified the adjective bombshell with itself. For fashion shows that bring together famous models and famous singers, we should use the definition of festival. However, Victoria’s Secret has fallen with dramatic momentum from the point where receiving the angel title was considered a status symbol. Although the image of the flattering angel should be shelved with the body-affirmation movement, Victoria’s Secret resisted the transformation for a long time, even too late afterward. The reflection time he used helped the new names of the market (Of course, at this point, the managerial crises at Victoria’s Secret, the fashion shows that were canceled as a result and the unfortunate statements made should not be overlooked).
Inclusivity has been one of the development areas of the fashion and beauty world for a very long time. The emphasis on uniform bodies, the imposed perception of beauty, and the ignoring of different skin colors and identities eventually led to the raising of voices and the change began gradually. The color scale of foundations has expanded, and brands that cannot adapt to this have not been viewed well. While models representing every body walked on the runway, 20-year-old Chinese-American model Sherry Shi became the name who took part in the most fashion shows in the Fall/Winter 2022 fashion weeks, leaving behind generic supermodels.
In the sector, which is so hungry for differences, Victoria’s Secret’s place was filled by Kim Kardashian’s Skims and Rihanna’s Savage x Fenty. Of course, it would be unfair to simplify the success of these two with a phrase such as filling space. The cosmetics industry is famous for being the fastest responder to investment, but Skims and Savage x Fenty make you question this fact. Both brands have already exceeded 3 billion dollars in market value with the right strategies, wide target audience and product range that sees the gap in the market.
Let’s underline that Rihanna is one of the pioneers of change. The successful star, who took its place on the shelves with the Fenty Beauty brand and 40-tone foundation family and reformed the cosmetics industry, showed the same inclusivity and embracing with Savage x Fenty. Models of all sizes and skin tones walked on the Fenty x Savage runway, and the flawless choreographies, star names and performances led by Rihanna displayed a new, dynamic and cool portrait, making them say that the blood sought after Victoria’s Secret, which is now cliché, was found. We do not know what Rihanna, who was a guest on the stage of Victoria’s Secret a few years ago, is thinking when we look back now…
Kim Kardashian is among the names that make a difference just like Rihanna. The Skims brand, which he founded in 2019, has attracted considerable attention by addressing consumer demands in a pinpoint way. Reinterpreting the nude color, Skims brought together nude underwear (just like Christian Louboutin, who discussed nude shoes from the same perspective in 2017) with the logic of foundation, and became a balm for a long-term bleeding wound. Innovative fabrics and styling designs suitable for every body structure were the finishing touches of Kim Kardashian. Expanding its collection from dresses to pajamas, the brand also collaborated with Fendi and received the stamp of approval from high fashion.
Let’s come to the subject that caused Victoria’s Secret to be on the agenda again: Of course, we are talking about the last campaign of Kim Kardashian and Skims! For many years, four of Victoria’s Secret’s famous angels came together for Skims’ commercial shoot. Tyra Banks, Heidi Klum, Alessandra Ambrosio and Candice Swanepoel, who are in the same frame for a campaign for the first time, show that angels have switched sides. “It doesn’t get any more iconic than this,” captioned the first shared photo. The title is like a final blow to Victoria’s Secret. Standard sized designs that fit every body type add an extra flavor to the campaign.
We knew that Kim Kardashian and her team were PR geniuses. But this campaign by Skims is like the cherry on the cake. Even Kim Kardashian couldn’t keep herself when she wouldn’t be shooting normally, and she was included in a few frames, saying that this moment will not be repeated.
Brands that represent every race, everybody, every identity increase both ethical and – let’s not fool ourselves – commercial interest and return. So we can say that there is a win-win situation. On the other hand, Victoria’s Secret, which started late, has taken important steps such as starting to work with plus-size and transgender models, but it seems that it will spend a little more time regaining the prestige it lost. It remains for us to follow this exciting competition and experience attractive designs.