Six years after its last fashion show, the iconic lingerie brand Victoria’s Secret made a significant return to the runway, showcasing a blend of nostalgia and evolution. This highly anticipated event took place inside a spacious warehouse at Brooklyn’s Navy Yard, marking a pivotal moment for a brand that has faced significant challenges in recent years. The fashion show was not merely an attempt to reclaim its former glory, but a step towards redefining its identity amidst changing cultural expectations.
The event featured a dazzling array of supermodels, showcasing Victoria’s Secret’s famed lace and mesh designs. Notable performers like Lisa from K-pop sensation Blackpink, Tyla, and Cher electrified the stage, infusing the show with empowerment anthems such as “Believe” and “Strong Enough.” This combination of fashion and performance art served to recapture the excitement that surrounded Victoria’s Secret in its heyday.
As guests entered the venue, it was clear that the show held strong ties to the brand’s history. Gigi Hadid opened the runway wearing large pink feathered wings—an homage to the original Angels. This season’s lineup included several former Angels, such as Adriana Lima and Tyra Banks, adorning the familiar soft pink hue that has long defined Victoria’s Secret stores. The collection featured elaborate designs including tulle capes and intricate lacework alongside ostentatious wings, reminiscent of the early years of the fashion show.
However, the 2024 presentation also signaled a new era for the brand. A voiceover from Tyra Banks proclaimed a shift toward inclusivity and empowerment, stating that women would be taking the reins. This promise was evident throughout the show, which emphasized diversity through its model selection—showcasing individuals of various racial backgrounds, ages, and body types. There were also notable inclusions of styles previously overlooked in Victoria’s Secret shows, such as dresses, leggings, and even pajamas, reflecting a clear shift in consumer preferences towards comfort over traditional sex appeal.
Behind the scenes, a female-led production team, including Sarah Sylvester, the brand’s executive vice president of marketing, and Janie Schaffer, the chief design and creative officer, demonstrated a commitment to female representation beyond the runway. This strategic decision resonated with the audience, highlighting Victoria’s Secret’s intention to reestablish itself as a brand aligned with modern values.
Yet, this return to the runway is not without its complexities. Victoria’s Secret currently grapples with an identity crisis, stemming from a decrease in sales following its spinoff from L Brands and a leadership change that brought Hillary Super from competitor Savage x Fenty to the helm. While Victoria’s Secret remains the dominant player in the lingerie market, competition has intensified. For instance, Kim Kardashian’s Skims currently operates just a handful of stores compared to Victoria’s Secret’s extensive network, but has gained considerable market share by prioritizing inclusivity and body positivity in its marketing strategies.
Historically, the brand thrived on presenting an idealized fantasy, successfully turning its annual fashion event into a cultural phenomenon. This spectacle attracted millions of viewers and helped cement the brand as a staple of American pop culture. However, with the onset of the #MeToo movement, changing beauty standards and an increased demand for inclusivity, the formerly successful formula began to falter. When the fashion show was canceled in 2019, it signaled the end of an era deemed long overdue.
In response to these challenges, the latest show was produced based on direct feedback from customers. Leadership understood the demand for a change but also recognized the desire among fans for the elements that fans loved most: the models, the music, and—the wings. The show’s format was strategically adjusted to reflect contemporary values, focusing more on the perspective of women and what they seek in intimate apparel.
For instance, the inclusion of everyday items like pajama pants in the lineup demonstrates Victoria’s Secret’s acknowledgment of shifting consumer habits that favor comfort and practicality without sacrificing style. The items paraded on the runway are now part of the brand’s holiday collection, indicating a more pragmatic approach to collections that align closely with customer desires.
Critically, the casting was notably modernized, with the inclusion of two transgender models—Valentina Sampaio and Alex Consani—alongside groundbreaking plus-size models such as Paloma Elsesser and Ashley Graham. Supermodels Carla Bruni and Kate Moss, aged 56 and 50, respectively, demonstrated that beauty transcends age and conventional standards.
Despite these advancements, public reception to the show has been mixed. While many celebrated the brand’s return, critiques surfaced regarding the authenticity of its changes and whether they adequately captured the magic of past shows. This uncertainty highlights the uphill battle Victoria’s Secret faces in reshaping its cultural perception.
Given the growing success of competitors like Skims, and the evolving landscape of women’s fashion, Victoria’s Secret’s journey toward regaining its footing will require sustained commitment to modernization. A star-studded event, while generating excitement, is just the beginning of a larger transformation the brand must navigate to remain relevant in the minds of consumers.
In conclusion, Victoria’s Secret’s decision to return to the runway reflects a keen awareness of the current retail landscape and shifting social attitudes. Whether this revival can restore its prestige and relevance remains to be seen, but the fresh approach and responsiveness to consumer feedback signal a continued evolution for the once-untouchable brand.
