Former Victoria’s Secret model Bridget Malcolm call out brand for ‘performative allyship’


(NEW YORK) — Model Bridget Malcolm took to social media to reflect on her unpleasant past experiences with Victoria’s Secret.

After finding a size 30A bra she wore while modeling for the lingerie brand’s 2016 fashion show, she tried it on for a TikTok video. She also shared that she is now a size 34B, which she said is “healthy for me.”

Once Malcolm puts her past runway bra on, she shows how ill-fitted it is now and discusses how she was rejected from a 2017 show by Victoria’s Secret former Chief Marketing Officer Edward Razek.

“He said my body did not look good enough,” she captioned the clip. Malcolm also mentioned that at that point she wore a size 30B bra.

Later in the now-viral video that’s been viewed more than 2.5 million times, the model and mental health advocate included a photo of herself from the past show saying “the sadness behind my eyes from the 2016 show breaks my heart.”

Malcolm concluded the video calling Victoria’s Secret out for “performative allyship” and how she views the brand’s recent efforts for inclusive change as “too little, too late.”

The post has been liked more than 307,000 times, with many TikTok users sharing their thoughts. “I don’t get why models ‘have’ to be like this or like that,” said thetinglez.

“Models are supposed to show stuff for the human and every human is different,” she continued.

In response to Malcolm’s displeasing experience with Victoria’s Secret, a brand spokesperson told GMA, “There is a new leadership team at Victoria’s Secret who is fully committed to the continued transformation of the brand with a focus on creating an inclusive environment for our associates, customers and partners to celebrate, uplift and champion all women,” in a statement.

This statement also follows the company’s major brand revamp announced in June.

The retailer’s new direction includes a new diverse VS Collective with ambassadors such as actress and entrepreneur Priyanka Chopra Jonas, transgender Brazilian model Valentina Sampaio, LGBTQIA+ activist and professional soccer player Megan Rapinoe, and several others.

Through this new platform, the brand plans to create new associate programs, evolutionary product collections, compelling and inspiring content, and rally support for causes vital to women.

In addition to a more diverse collective of ambassadors, Victoria’s Secret told Good Morning America the company’s storefronts will take a new direction and mannequins will be displayed with diverse body types.

After 23 years, the lingerie retailer recently canceled its annual fashion show and has moved forward in a new direction without its infamous “Angels.”

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