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Glamour (South Africa) - - Pro­file -

“Wild ’80s shoots where every­one smokes and does drugs? No­body does that. No­body gets drunk, stays out late or comes to work hun­gover,” Ed says. “I can’t re­mem­ber when last I had to lec­ture some­body.”

In­stead, models talk am­bi­tion and health. “My goal is a cos­met­ics line and maybe a talk show,” says Jas­mine Tookes. In the past, this would’ve been an in­sane com­ment from a model, but as fe­male celebrity has ex­panded, so has the con­cept of models. Stars like Gwyneth Pal­trow and Jes­sica Alba, who are en­trepreneurs, moms and style icons, opened doors for those like Kar­lie Kloss, who went from VS to found­ing a cod­ing camp for girls, Kode With Klossy, and ex­pand­ing her cookie em­pire, Kar­lie’s Kook­ies.

“These are young busi­ness­peo­ple,” Ed says. “They’re craft­ing their brands on so­cial me­dia and it’s im­por­tant that women see them as peo­ple they would like to be­friend and hang out with.”

On In­sta­gram, the An­gels sort into Spice Girls-es­que cat­e­gories: There’s Stella Maxwell (Chill Spice), Sara Sam­paio (Girl-next-door Spice), Elsa Hosk (Sporty Spice) and Alessan­dra Am­bro­sio (Hot-mom Spice).

What VS re­ally pro­vides is ex­po­sure. “Ask any­one to name a model, they will name a VS model,” says Jas­mine. Open­ing a Prada show may be more pres­ti­gious, but it’s ul­ti­mately a niche. To be­come a mogul like Oprah or Gwyneth, you must be recog­nis­able enough to cap­ture the world’s at­ten­tion and in­ter­est­ing (or smart or lik­able or am­bi­tious or all) enough to sus­tain it. VS pro­vides more vis­i­bil­ity than any up­start could dream of. The rest? That’s up to the models.


who tuned in to the first live we­b­cast (in 1999), caus­ing the Vic­to­ria’s Se­cret web­site to mal­func­tion.

Tay­lor Hill at the 2015 Vic­to­ria’s Se­cret Fash­ion Show. Romee Strijd, Stella Maxwell, Josephine Skriver, Jas­mine Tookes, Lily Aldridge, Adri­ana Lima, Elsa Hosk, Alessan­dra Am­bro­sio, Tay­lor Hill, Martha Hunt, Sara Sam­paio and Lais Ribeiro at the 2016 Victo


Maria Borges at the 2016 Vic­to­ria’s Se­cret Fash­ionw Show.

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