After a hiatus of six long years, Victoria’s Secret is back, confidently showcasing its iconic angel wings on the runway once again. The much-anticipated comeback captures the brand’s commitment to evolution while celebrating its legacy in the world of fashion and lingerie.
The event was a star-studded affair, featuring A-list celebrities and influencers, along with an all-female musical lineup that included stars like Cher, Tyla, and Lisa. This electrifying atmosphere was set against the unique backdrop of the Brooklyn Navy Yard, marking a stylish return for the beloved brand.
Top level supermodels like Adriana Lima, Alessandra Ambrosio, Grace Elizabeth, Taylor Hill, and the legendary Tyra Banks — who last walked the runway for Victoria’s Secret in 2005 — graced the catwalk. Their presence signaled not just a return to form but a revival of the brand’s spirit.
For the first time in its history, the lingerie displayed on the runway was available for purchase immediately following the show. Fans and viewers had the opportunity to buy the pieces showcased, sans the theatrical elements that were a hallmark of past shows. This shift represents a strategic move toward blending fashion entertainment with instant commercial availability.
Victoria’s Secret is embracing a new vision, aiming for growth by reflecting a more inclusive and confident identity. The willingness to innovate while honoring its roots displays the brand’s determination to redefine itself moving forward.
As Janie Schaffer, the Chief Design and Creative Officer, stated in an interview prior to the event, “It will always be about feeling sexy. We are Victoria’s Secret, but our version of sexy is for everyone.” With a range extending to 57 different bra sizes, the brand is committed to showcasing a diverse collection of stunning lingerie. The runway presented a mix of the classic angel wings alongside models that embodied confidence in all shapes and sizes.
Describing the behind-the-scenes dynamic, Schaffer pointed out the significant changes in how the event is presented. Unlike previous years, where the show was carefully edited and refined before airing, this new format revels in the authenticity of being live. “This is an authentic journey where whatever happens is real time,” Schaffer remarked, highlighting that viewers could witness the excitement unfold in the moment.
The popularity of Victoria’s Secret soared following its 2001 televised runway show, which captivated 12.4 million viewers. However, the brand found itself struggling to connect with evolving cultural sentiments, as younger, more diverse brands began to dominate the market.
Following a challenging period and a corporate restructuring, the appointment of Hillary Super, former CEO of Savage x Fenty, marked a new chapter for Victoria’s Secret, transitioning back into the spotlight. There’s a pressing need for the brand to revitalize its image; sales fell by 2 percent to $2.8 billion in the first half of the year, with projections indicating a 1 percent decline for the entirety of the year.
Backstage, the atmosphere radiated a distinct sense of change. Ashley Graham, an advocate for body positivity, expressed her excitement about walking in her first show for Victoria’s Secret, saying, “This is about representation and making sure everyone feels acknowledged. It’s a significant step for a brand that wasn’t always inclusive.”
Gigi Hadid emphasized the necessity of diversity within the show, stating that it was essential for the brand to take time to reconsider its approach. She added, “This is a show led by women in charge, and it’s palpable — we all feel empowered being part of this.”
Emerging fashion influencer Alex Consani, a 21-year-old trans model, also participated, highlighting the importance of representation: “It’s crucial to have people like me on the runway to showcase diversity in an industry that has historically leaned towards a narrow portrayal of beauty.”
While welcoming back the show’s familiar elements, Victoria’s Secret staked its claim on a contemporary vision that aimed to bridge the past with the future. Sarah Sylvester, executive vice president of marketing orchestrating the event’s revival, emphasized the brand’s renewed focus on what truly matters — the individuals who wear the lingerie.
“Shifting our focus back to the customers was pivotal for us,” Sylvester asserted. She acknowledged the overwhelming feedback from shoppers who desired the return of the full show, stating, “We can’t ignore that.”
With this show marking the launch of their holiday collection, the connection between fashion and accessibility speaks to a savvy business strategy. “Being able to shop the looks right afterward enhances accessibility and inclusion for all women,” she said.
Moreover, with the evolution of viewing preferences, audiences can experience the show through various key social platforms at their convenience. “Allowing customers to watch when and where they prefer makes the content more approachable,” Sylvester noted.
The brand has seen doubling of its TikTok following in recent months. Sylvester remarked, “Our newer, less polished behind-the-scenes content is performing significantly better than traditional content, showing a clear appetite for this more relatable storytelling.”
THE NEW Victoria’s Secret ERA has just begun
