*Who doesn’t love some good rebranding? Aside from the mere fact that it indeed can cost the host company thousands and most times millions of dollars plus much energy, when done correctly, it can have a positive effect.

Victoria’s Secret is ramping up for its revival efforts and doing so with much intent. The American lingerie brand has launched a sweeping initiative that aims to promote exclusivity and redefine its signature brand of “sexy,” reports Complex. The company will reportedly do this by phasing out its Angels imagery, displaying mannequins of various body types, and expanding its offerings to areas like sportswear.

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Yet, the biggest and most interesting component of the rebranding mission will be the VS Collective, a group of prominent women who will serve as advisers, spokespeople, and promoters for the brand.

Source: Will Victoria’s Secret’s Rebranding Effort to ‘Redefine Sexy’ Take Off? / VIDEO