How Victoria’s Secret makes a megastar
How do you become that rare Victoria’s Secret model who gets to wear the wings? It starts with a squeakyclean past – or at least a believable likeness of one.
afew decades ago, models had the life span of bananas and their job was straightforward. Attractive women whose bodies reflected the current ideal posed or walked, repeating the process until jobs shifted to younger models. A tiny number won name recognition and very few became multimillionaires.
But where models used to be vehicles for selling products, now they are the product. Think of three Victoria’s Secret lingerie pieces from the recent show. (Uhm…) Now think of three models on the runway. Easy! (Adriana, Alessandra, Behati – you probably know them by first name. Also Candice, Lily and Jasmine.)
By treating its models like A-list stars in a show that is broadcast in over 190 countries, VS has created A-list stars. Six of the 10 highest-paid models in the world boast ‘Victoria’s Secret Angel’ on their CVS and all 10 have walked the runway.
Consider Taylor Hill. In 2011, at 15, she lived in Colorado, US, snowboarded and did homework. But the man who casts VS models knew about her and kept her in mind until she turned 18 (the company has an age policy), at which point she was promptly booked for the show.
She went onto Miu Miu, Lancôme and Michael Kors campaigns, walked for Alexander Wang, Chanel, Balmain and Versace, and acquired over eight million Instagram followers. No other brand could lift a modelfrom obscurity to fame in mere months.
So how does it happen? The answer is very deliberately and mostly thanks to one person: Ed Razek, chief marketing officer of Limited Brands and Victoria’s Secret.
Ed has worked with the brand for over 20 years and he makes the final call on models. He knew about Karlie Kloss before she was old enough to drive, and he met Doutzen Kroes as a shy 17 year old. As he says, “I don’t think we have made a lot of mistakes in casting over the years.”
There are three considerations in the selection process. Number one: Does she fit the brand? The look is sexy but not porny, lacy but not fussy. Models must look good fierce or smiling. And everyone is having fun, but it’s clean, wholesome fun, with no debauchery. More Gisele Bündchen, less Kate Moss.
Number two: She must appeal to women. “There’s a misconception that we pick models for men,” Ed says. “That would be ridiculous when 99% of our customers and all senior leaders of the business are women.”
Number three: Does she have the right personality? “I’m not interested in divas,” Ed says. “A lot of women have strong modelling careers, but you want a supportive, interactive team.”