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      您现在的位置:主页 > 服饰 > 内衣情人 > Rihanna内衣品牌的成功,或许印证了女性不再需要维密式美学!

      Rihanna内衣品牌的成功,或许印证了女性不再需要维密式美学!

      导读:

      曾几何时,每年一度的Victoria's Secret Show 除了是品牌的盛事,更是女生们所关注的焦点,今年会有什么天使获选走秀、会有什么表演嘉宾,在哪里举行等都是我们渴望知道的。然而,近年一直有指Victoria's Secret Show 的收视一年不如一年,去年开始更有不少Victoria's Secret Angels 如Robyn Lawley、Karlie Kloss 等,都纷纷表明将不会为品牌再走秀,高调直指品牌的理念落后。今年,Victoria's Secret 宣布将不会举办内衣秀,加上品牌营销总监Ed Razek 在失言后决定离职,让不少评论都认为Victoria's Secret 是否要走入没落之时。

      1/ 维密式完美标准

      Victoria's Secret 之所以能够成为内衣品牌中的龙头,不多不是是因为品牌能够清楚打造出一门独特的美学,也是一个非常清晰的品牌形象。看看他们家挑选的Victoria's Secret Angels 就知道,每位天使都是高挑、瘦削、长腿、上围丰满,有着「完美」的身材。而品牌也一直把这种美学观念延续到营销上,仿佛只有拥有着同类型身材、性感、敢于展现身材的女生才配穿上品牌的内衣。

      虽然这种品牌的美学概念让Victoria's Secret 一度成为每个女生都追捧的内衣品牌,但活在2019 年的女性,还吃这一套吗?

      2/ 女权主义当道

      现代女性追求自主自由,对比起「女为悦己者容」的观念,我们更乐于为自己打扮。对于内衣的要求,我们不再希望要为吸引异性而穿得性感,反而是为了自己的身体,而挑选舒服自在的款式。而Victoria's Secret 大部分推出的款式多以「性感」、「蕾丝」、「裸露」为风格,跟现代女性主流的要求有着落差。

      Body Postivity 的观念也越来越植根女生的脑海,我们懂得欣赏我们认为美的女生,但不代表我们要把自己弄得跟她们一样,美丽与否不再存在着单一的标准,我们也不再需要别人告诉我们怎样才是美。女权主义的当道同时让我们不断反思当一些品牌只在宣传单一的美学,而否定其他种类的美时,那我们还应否支持这些品牌?

      3/ 新品牌冲击

      由Rihanna 主理的内衣品牌Savage X Fenty 早前在纽约时装周期间举办了发布会,会上除了有着不同模特儿和表演者如Cara Develegn、Gigi Hadid、Bella Hadid,Rihanna 亦有亲自示范上台表演;而整场骚都严禁摄影,神秘感十足,而事后亦被不少媒体赞赏,好评如潮。

      作为内衣品牌,Savage X Fenty 非常贴地,品牌仿佛也有着Rihanna 爱反叛的基因,绝不受规矩框架所限。品牌的内衣尺寸非常多元化,内衣从32A 到44DD 也有提供,内裤则从XS 至3X 也可选择,不论你是平坦还是丰腴,也绝对可以在他们家找到所爱。不只是产品的多样性,Savage X Fenty 确确实实地起用了许多不同肤色、身材、尺码的模特儿为品牌拍摄硬照和行骚,明刀明枪地告诉大众这是个照顾所有不同身材的品牌,就如Rihanna 所说的,"Women should be wearing lingerie for their damn selves."

      4/ 维多利亚秘密的转变

      面对着来势汹汹的Savage X Fenty 以及诸多新兴的内衣品牌如Aerie、ThirdLove 等,Victorias Secret 也不是站在这儿闲着的。品牌前重要管理层Ed Razek 曾经表示Victoria's Secret 并不会选用大码模特,是因为认为没有人会感到有兴趣,结果让品牌陷入负面舆论和批评。Ed Razek 下台后,品牌旋即请来了被外界认为微胖的模特 Barbara Palvin 和首位跨性别模特 Valentina Sampaio 为品牌拍摄硬照。虽然此举动明显是为了低迷的形象而力挽狂澜,但能否奏效就要看品牌能否继续追上现代女生的想法了。不管如何,多元化的市场收益的相信还是消费者。

      TAG:★★★ 友情提示:点击图片可进入下一页 ★★★
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