Victoria's Secret Pink champions women with new 'Grl Pwr' initiative

Victoria's Secret has unveiled a new mission to help 20 young women make their dreams a reality.

The lingerie giant's ‘Pink' lifestyle division has announced the launch of its inaugural ‘Grl Pwr' project, an initiative that aims to help jumpstart the futures of trendsetting women between the ages of 18 and 25. The concept, which complements the brand's existing college campus rep program, will see the 20 selected women receive $10,000 "to help power their dreams."

"The Grl Pwr Project is a natural extension of the Pink brand -- we are looking to help fund the dreams of young women who exemplify ambition, optimism and confidence," said Pink's CEO Amy Hauk in a statement. "Our goal is to celebrate, support and inspire young women everywhere by encouraging our customer to find their voice in society and achieve their full potential."

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Applications are now open through February 28, and entrants will have to submit a brief video detailing how they would best use their award to empower themselves and/or others, as well as discussing the female heroes that have inspired them.

The announcement follows a turbulent few months for Victoria's Secret, whose former CEO Jan Singer resigned late last year as the brand reported declining sales. The company was also embroiled in controversy in the run-up to the screening of its annual, big-budget 2018 Fashion Show in December, involving comments its chief marketing officer made about casting trans women and plus-sized models during a recent Vogue interview. Razek has since issued an apology, but his remarks attracted widespread criticism from shoppers and competitors alike.