Leading American based lingerie company Victoria's Secret, which enjoys a super craze among women across the globe has changed its criteria to pick a brand ambassador. The company has recently announced that, instead of super models, women who had achieved great heights in their respective fields were selected.
As part of this, Desi beauty Priyanka Chopra Jonas, who established herself as the global Star was selected as one of the brand ambassadors.
Taking to Instagram, the lingerie company announced the new campaign. A photo collage of seven brand ambassadors across fileds was also shared by the company.
"These extraordinary partners, with their unique backgrounds, interests and passions will collaborate with us to create revolutionary product collections, compelling and inspiring content, new internal associate programs and rally support for causes vital to women," Victoria Secret said in the post.
Media reports claim that, the company started the new initiative to get rid of the criticism of hiring models as brand ambassadors.
Victoria's Secret chief executive Martin Waters was quoted by media reports as saying that the new move was taken to focus on what women want."When the world was changing, we were too slow to respond," he said.
Besides, Priyanka Chopra, Victoria Secret has partnered with US Soccer star Megan Rapinoe, model and advocate Paloma Essler, freestyle skier Eileen Gu, transgender model Valentina Sampaio, model and South Sudanese refugee Adut Akech and photographer Amanda de Cadenet.