Sofia Jirau, a 24-year-old Puerto Rican girl with Down Syndrome, stars in Victoria’s Key’s newest marketing campaign for its undies.
Supply: Victoria’s Secret
Victoria’s Secret mentioned Friday it’s launching a brand new intimates assortment, Love Cloud, that might be promoted by means of 24-year-old style Sofia Jirau.
Jirau is the primary style with Down syndrome to be featured by means of the intimates store. The Puerto Rican-born style, who started modeling 3 years in the past, instructed the Wall Boulevard Magazine that she would like to encourage others.
“Even supposing they’ve Down syndrome, they are able to nonetheless style, they are able to nonetheless have jobs,” she instructed the Magazine.
Jirau has her personal marketing campaign, Sin Limites, that raises consciousness about Down syndrome.
The Love Cloud assortment, which used to be created for all day convenience, might be promoted by means of 18 fashions of various backgrounds. The marketing campaign specializes in celebrating all ladies, consistent with Victoria’s Secret.
“With this new line, we’re launching top of the range bras and panties in shapes that are compatible ladies’s day by day wishes, in our ongoing effort to increase merchandise that champion ladies and beef up their person trips,” mentioned Leader Design Officer Janie Schaffer, in a observation.
Not too long ago, Victoria’s Secret has expanded its emblem to function extra various fashions like Valentina Sampaio of Brazil, the intimates store’s first transgender style, may be a part of this marketing campaign. There have additionally been extra plus-size hires lately, as the corporate goals to develop into extra inclusive. On Thursday, Victoria’s Key’s Red introduced a brand new plus-size emblem ambassador, TikTok superstar Remi Bader.
The corporate is having a look to be extra inclusive as a result of its gross sales had suffered lately as shoppers rejected its overly sexualized imagery. Despite the fact that it had remained the dominant emblem within the undies class, opponents reminiscent of American Eagle’s Aerie, Cuup and ThirdLove, have been gaining extra marketplace percentage. Final July, it unveiled a comeback plan, which integrated an apology from its CEO, Martin Waters.
“We were given it mistaken,” Waters mentioned on the time. “We misplaced relevance with the trendy girl.”
