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HomeBusinessVictoria’s Secret hires Sofia Jirau, its first mannequin with Down syndrome

Victoria’s Secret hires Sofia Jirau, its first mannequin with Down syndrome

Sofia Jirau, a 24-year-old Puerto Rican lady with Down Syndrome, stars in Victoria’s Secret’s newest marketing campaign for its lingerie.

Supply: Victoria’s Secret

Victoria’s Secret stated Friday it’s launching a brand new intimates assortment, Love Cloud, that can be promoted by 24-year-old mannequin Sofia Jirau.

Jirau is the primary mannequin with Down syndrome to be featured by the intimates retailer. The Puerto Rican-born mannequin, who started modeling three years in the past, informed the Wall Avenue Journal that she would like to encourage others.

“Even when they’ve Down syndrome, they will nonetheless mannequin, they will nonetheless have jobs,” she informed the Journal.

Jirau has her personal marketing campaign, Sin Limites, that raises consciousness about Down syndrome.

The Love Cloud assortment, which was created for all day consolation, can be promoted by 18 fashions of various backgrounds. The marketing campaign focuses on celebrating all ladies, in line with Victoria’s Secret.

“With this new line, we’re launching high-quality bras and panties in shapes that match ladies’s every day wants, in our ongoing effort to develop merchandise that champion ladies and assist their particular person journeys,” stated Chief Design Officer Janie Schaffer, in a statement.

Not too long ago, Victoria’s Secret has expanded its model to characteristic extra numerous fashions like Valentina Sampaio of Brazil, the intimates retailer’s first transgender mannequin, can be a part of this marketing campaign. There have additionally been extra plus-size hires in recent times, as the corporate goals to turn out to be extra inclusive. On Thursday, Victoria’s Secret’s Pink introduced a brand new plus-size model ambassador, TikTok star Remi Bader.

The corporate is trying to be extra inclusive as a result of its gross sales had suffered in recent times as shoppers rejected its overly sexualized imagery. Though it had remained the dominant model within the lingerie class, rivals resembling American Eagle’s Aerie, Cuup and ThirdLove, have been gaining extra market share. Final July, it unveiled a comeback plan, which included an apology from its CEO, Martin Waters.

“We received it fallacious,” Waters stated at the time. “We misplaced relevance with the fashionable lady.” 

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