Victoria's Secret unveils first Malay-Muslim model: Why it's drawing mixed response on social media

Malaysian model and actress Nia Atasha Rosli has triggered heated discussions online after global lingerie label Victoria’s Secret announced her as the brand’s first Malay-Muslim model. Rosli was also featured alongside Miss Universe Malaysia 2018 Jane Teoh and Thai actress and model Janie Tienphosuwan in the brand's first localised T-Shirt Bra Collection campaign. 

According to media intelligence company CARMA, the divide in both camps is an obvious one, with 40.4% with positive sentiments, 30.8% with negative sentiments and 28.8% with a neutral stance. Those with positive sentiments largely used the keywords “slayyy”, “fearless” and “embracing”. Following the incidents, it was also noted that positive sentiments regarding the brand were reduced to 15.9% from 40.4%, with negative sentiments increasing from 0.5% to 15.9%.

While some praise this move as a big step towards greater diversity, some netizens are concerned that the promotional image of the model was “too revealing” that went against Islamic values. A check by A+M saw on Rosli’s Instagram that some netizens said they felt unrepresented as Malaysians, “hoping to see darker skinned women more represented as well in upcoming campaigns.”

A+M has reached out to Victoria's Secret for a statement. 

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What led to the PR debacle ? 

Commenting on the initiative, Casey Loh, the creative chief of The Clan stated that it can be frustrating for brands to find a middle ground in promoting diversity and inclusivity when they have to watch their every step. “But to be honest, this is not a problem that is exclusive to Malaysia. Brands should be prepared to face mixed reactions,” he added.

In fact, the backlash in terms of the model’s religion is a far harder issue to mitigate as Malaysia has a diverse population with different ethnicities, cultures, amongst others.

In this case, Sunita Kanapathy, head of PR and influence at Ogilvy Malaysia said it really is up to the model to decide how she wants to grow herself and her brand in her chosen line of work. She added:

From a female empowerment point-of-view, she has every right to feel proud of herself being a Malaysian who has made it on to the big stage with a globally renowned brand.

What more can be done to push boundaries?  

Given that inclusivity has been paramount in many of our conversations, Victoria’s Secret’s effort in promoting body positivity is commendable, but industry players A+M spoke to believed that more can be done to achieve greater diversity.

Ogilvy’s Kanapathy said historically, brands have always played a significant role in pushing boundaries in terms of the racial divide, body positivity and LGTBQ+. She added:

In this instance, the religious or cultural backlash was predominantly aimed at the model, not so much at the brand. Whether or not you agree with her choices, there is no reason to morally shame her. 

“Victoria’s Secret instead, should double down on its promise to recruit women of diverse backgrounds to properly address the valid concerns raised by netizens on their approach to diversity,” she added.

Having a slightly different view was The Clan’s Loh, who said for change to truly happen, it takes time and effort from every direction. 

“From policy makers to educators, and of course, brave brands that will continue to push boundaries but not challenge sensitivities. Change will happen, just not immediately,” she said.

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