Victoria's Secret names Darren Barnet first male brand ambassador
Victoria's Secret announced on Tuesday actor and producer Darren Barnet as its first-ever celebrity male brand ambassador.
In this role, the actor best known for his starring role in the Netflix series Never Have I Ever, will promote Pink's gender-free collection and help launch new styles, in particular as the face of Pink's upcoming Fleece Shirt Jacket launching this fall.
Moreover, Barnet will curate a list of his favorite Pink products and will participate in various activations, as part of the brand's continued focus on inclusivity, fostering positive mental health, and empowering young adults.
"We are so excited to announce this partnership because Darren is such a positive role model for teens and young adults," said Amy Hauk, CEO of Pink. "As we focus on expanding our gender-free offerings and continue to evolve as a brand, we want to ensure our partners not only represent the diversity of our customers, but also embody individuality and self-confidence."
To kick off the partnership, Barnet will serve as a judge for the fourth-annual Pink With Purpose Project, where 10 young adults will be chosen to receive $25,000 each to fund their project supporting Pink's core values of People, Purpose, or Planet.
Barnet will also be participating in the brand's Mental Health Awareness Month activations, including taking part in an Instagram Live to share his own experiences, and tips for prioritizing his mental health.
"Filming 'Never Have I Ever' definitely brings me back to my high school days and reminds me of the insecurities and issues that we face as young adults. I know how it feels to not fit in, and how important it is to feel supported and accepted for who you are," said Barnet. "I love the work that Pink is doing – especially their focus on community and mental health – so I'm really honored to be a part of this team.”
The announcement comes as Victoria's Secret has been focused on refreshing its brand image to be more centred around comfort, diversity and inclusivity in recent years.
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