The famous US lingerie giant Victoria’s Secret appointed fashion executive John Mehas as new lingerie CEO on Monday, with hopes to boost its ailing fortunes. Mehas will take over in the New Year, replacing Jan Singer, who resigned with the brand. Mehas joins Victoria’s Secret, the lingerie market leader in the United States, from Tory Burch, where he is currently president.
Earlier this month, Victoria’s Secret marketing director Ed Razek provoked uproar on social media, when asked about Victoria’s Secret’s lack of body diversity among its models—which has drawn criticism—Razek told Vogue, “Everybody keeps talking about Rihanna’s show. If we had done Rihanna’s show, we would be accused of pandering without question.”
“It is a specialty business; it isn’t a department store,” he said. “I’m always asking myself: If we do that, what is the reason we did it? Why did we include that person? And did we include them to shut up a reporter? Did we include them because it was the right thing to do or because it was the politically correct thing to do?”
“No, I don’t think we should. Well, why not? Because the show is a fantasy. It’s a 42-minute entertainment special,” he said.
Since then the US major lingerie line has been under fire for Razek telling Vogue that there was no need for transgender or plus-size models in this year’s fashion show. Consequently, Razek issued a public apology for a separate Vogue remark he made that seemingly implied transgender models have never been cast because they are not “the fantasy.” Victoria’s Secret hired some of the world’s most famous models and filmed their annual fashion show in New York on November 8. It will be aired globally next month.
Victoria’s Secret is famed for its use of slender models at a time when US women feel increasingly empowered by the #MeToo movement and with lingerie brands that promote all shapes and sizes – such as Rihanna’s new Savage X Fenty line – making inroads.
Razek also name-dropped ThirdLove, a popular lingerie company that offers a variety of bra sizes, including half-sizes for those who fall in-between standard measurements. Recognizing a perfect marketing opportunity when she sees one. Heidi Zak, co-CEO of one such rival brand, ThirdLove, published an open letter in The New York Times saying: “You market to men and sell a male fantasy to women. But at ThirdLove, we think beyond, as you said, a 42-minute entertainment special. Your show may be a fantasy but we live in reality. Our reality is that women wear bras in real life as they go to work, breastfeed their children, play sports, care for ailing parents, and serve their country.”
