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The evolution of the media image of Victoria's Secret Angels: the collaborative development of feminism and the all-media environment
- 1 Nanjing University of Aeronautics and Astronautics
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Abstract
In recent years, the extensive discussion of gender issues in society and the media change have triggered a re-examination of the definition of beauty. This study explores the diversification of Victoria’s Secret’s “Angels” media image from 2005 to 2024, emphasizing the pivotal roles of feminist developments and the all-media environment in driving this transformation. Through content analysis of objective data of Victoria's Secret Angels, the research demonstrates how the Body Positivity movement, #MeToo, and intersectional feminism catalyzed the brand’s shift toward inclusive representations of age, body diversity, and multiculturalism. The all-media environment, particularly platforms like Instagram and TikTok, amplified feminist critiques and enabled global audiences to challenge traditional beauty norms through user-generated content (e.g., memes, hashtag activism). These dynamics facilitated the gradual inclusion of non-white, non-slender, and older models, reflecting a broader cultural reckoning with gender equality. While contradictions persist, the study argues that feminist advocacy and digital participatory culture collectively reshaped the “Angels” from a monolithic symbol of hypersexuality into a contested yet progressive icon of inclusivity. This analysis contributes to understanding how media ecosystems and social movements collaboratively redefine gendered representations in the digital era.
Keywords
Victoria’s Secret, feminist media criticism, body politics, all-media
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Cite this article
Han,X. (2025). The evolution of the media image of Victoria's Secret Angels: the collaborative development of feminism and the all-media environment. Advances in Social Behavior Research,16(3),64-69.
Data availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
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