There are reports Victoria’s Secret may be planning to set up shop in Australia.
This guest blog post by Lindsay and Lexie Kite, PhD students at the University of Utah, couldn’t be more timely. The 25-year-old Kite twin sisters recently established the website Beauty Redefined to “help people recognize and reject harmful messages about bodies and then redefine beauty for themselves”.
In this piece, they cut through Victoria’s Secret claims to empower women and increase their confidence. The company, they write, “teaches and normalizes self-objectification and normalized pornography as desirable, self chosen, and empowering.”
Victoria’s Secret DIY guide to self-objectification
In the U.S. and now across the world, a multi-billion-dollar corporation has been fighting a tough battle for female empowerment since 1963, and according to their unmatched commercial success, women appear to be quite literally buying what this franchise is selling. Holding tight to a mission statement that stands first and foremost to “empower women,” and a slogan stating the brand is one to “Inspire, Empower and Indulge,” the company “helps customers to feel sexy, bold and powerful.” This is being accomplished through the distribution of 400 million catalogs to homes each year, a constant array of television commercials all hours of the day, a CBS primetime show viewed by 100 million, and 1,500 mall storefront displays in the U.S. alone. And to the tune of $5 billion every year, women are buying into the envelope-pushing “empowerment” sold by Victoria’s Secret, the nation’s premiere lingerie retailer.