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The VS Collective includes women famous for their achievements and not their proportions, like the soccer star and gender equality advocate Megan Rapinoe. Ryan Pfluger. By Sapna Maheshwari and Vanessa Friedman. Their wings, fluttery confections of rhinestones and feathers that could weigh almost 30 pounds, are gathering dust in storage. In their place are seven women famous for their achievements and not their proportions.

They include Megan Rapinoe, the year-old pink-haired soccer star and gender equity campaigner; Eileen Gu, a year-old Chinese American freestyle skier and soon-to-be Olympian; the year-old biracial model and inclusivity advocate Paloma Elsesser, who was the rare size 14 woman on the cover of Vogue; and Priyanka Chopra Jonas, a year-old Indian actor and tech investor. Will women buy it?

They are ing a company that has an entirely new executive team and is forming a board of directors in which all but one seat will be occupied by women. It was, Ms. And it was very much marketed toward younger women. Its next closest competitor is Hanesbrands, with a 16 percent share. Founded in as a store where men could feel comfortable shopping for lingerie, even the name referred to male fantasies of prim Victorian ladies who became naughty in the boudoir.

The retail billionaire Leslie H. The brand has also come under fire after Mr. Epstein came to light in and a New York Times investigation last year showed that Mr. Wexner and his former chief marketing officer, Ed Razek, presided over an entrenched culture of misogyny, bullying and harassment. Waters said. As for the Angels? Razek and Mr. There are more women in charge, including a new chief marketing officer, Martha Pease, who has led the Collective initiative. The stores that survived a year of culling are becoming lighter and brighter, and mannequins — which have typically been a size 32B — will come in new shapes and sizes.

The Angels imagery, which once even appeared on store bathroom TVs, will be phased out. The company will still sell products like thongs and lacy lingerie, but its purview will expand, especially in areas like sportswear. While that sold for decades, it also prevented the brand from offering products like maternity or post-mastectomy bras not considered sexy and prompted it to sell push-up sports bras sexy, but not so popular. Sometimes just cool is sexy, too. It also said it would work with its new partners like Ms. Rapinoe and Ms. Chopra Jonas on product lines set to appear next spring.

Do it for us. Still, the question remains: Why would women like Ms. The line between selling out and infiltrating from within can be hard to discern. Why do you want to work with me? It currently carries up to 42G in bras and XXL in nightwear. The VS Collective also includes Valentina Sampaio, a Brazilian trans model; Adut Akech, a model and South Sudanese refugee; and Amanda de Cadenet, the photographer and founder of Girlgaze, the digital platform for female photographers. All of them, in the words of Ms. Waters said it would most likely return in in a very different form. What the brand will offer soon is a podcast featuring the women in the collective, a medium that requires no visuals.

As Ms. Contact Sapna Maheshwari at sapna nytimes. Supported by. Daily Business Briefing. Updated July 28, , p.

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