After a five-year hiatus marked by corporate upheavals and public backlash, the iconic Victoria’s Secret Fashion Show has returned to the spotlight. This reemergence, though laden with controversies, brings back the dazzling displays, once the hallmark of the lingerie brand’s appeal, and a certain nostalgic charisma that has long drawn millions of viewers worldwide. But in a world now focused on inclusivity and authenticity, is the once-dominant Victoria’s Secret capable of reclaiming its throne?
The Fall from Grace: Scandal and Public Outcry
The downward spiral began in 2018 when former Victoria’s Secret Chief Marketing Officer Ed Razek made controversial statements dismissing the inclusion of plus-size and transgender models in the company’s runway shows. These remarks were followed by intense public criticism, leading to a tarnished reputation for a brand that had once been synonymous with glamour and allure. Prominent models, including Kendall Jenner and Karlie Kloss, voiced their disappointment, and activists criticised Victoria’s Secret for its failure to align with the evolving standards of body positivity and diversity.
Consequently, the once-heralded show was shelved, and Victoria’s Secret was left scrambling to redefine itself in an industry that had moved forward while it stayed stagnant. Efforts to introduce more inclusive campaigns, featuring a broader range of body types, genders, and backgrounds, were met with mixed reactions. While some lauded the brand’s attempt to embrace a more progressive image, others saw it as a disingenuous ploy to capitalise on social movements without true introspection.
A Strategic Comeback: Comfort Meets Classic Appeal
The 2024 return of the Victoria’s Secret Fashion Show signals a strategic pivot that aims to reconcile the brand’s classic aesthetic with modern sensibilities. Held amidst significant media buzz, the show sought to balance its historical allure with an updated approach to appeal to a diverse audience. Supermodel Gigi Hadid opened the show, a fitting choice to bridge the brand’s past with its present. Her appearance, along with other major industry names like Irina Shayk and Tyra Banks, reminded audiences of the brand’s legendary status.
However, the most telling part of the show was Victoria’s Secret’s return to form in presenting visually arresting, lavish lingerie. Bold designs took centre stage, with iconic “Angels” donning elaborate ensembles that showcased a blend of sensuality and artistry. Russian model Irina Shayk stunned in a star-adorned bodysuit, while the enduring Tyra Banks brought her trademark charisma to the runway once again. This balance of comfort-focused pieces and high-glamour looks reflects the brand’s attempt to regain its original allure while acknowledging the demand for more wearable, comfortable designs.
Redefining Inclusivity on Its Own Terms
Interestingly, Victoria’s Secret seems to have chosen not to fully embrace the inclusive modelling trend overtaking the fashion world. The show included a mix of new faces and seasoned supermodels, many of whom embodied the brand’s traditional aesthetic. Yet, this return to a narrower standard of beauty may reflect the brand’s understanding that inclusivity in fashion is no longer about adopting the latest trends but about carving out a space that feels genuine to its roots.
While the inclusion of models with different backgrounds and body types would have resonated with a broader audience, it appears that Victoria’s Secret is positioning itself as a niche brand, one that embraces diversity within certain confines. This approach may alienate some viewers, but it speaks to the brand’s attempt to reestablish its identity after years of uncertainty.
A High-Profile Line-up: Reuniting Icons and Rising Stars
The 2024 show wasn’t without surprises, as Victoria’s Secret brought together an eclectic mix of fashion icons and modern influencers. Models like Bella Hadid made their return to the runway, a testament to the brand’s enduring appeal. Notably, Bella’s appearance followed a lengthy health hiatus, lending an air of resilience to her role in the show. Supermodel and Victoria’s Secret veteran Adriana Lima, in a show-stopping butterfly-themed ensemble, highlighted the brand’s enduring knack for creating memorable fashion moments.
Meanwhile, stars from outside the fashion world, such as Lalisa Manoban from the K-pop group Blackpink, added a contemporary flair to the event, attracting a younger, globally connected audience. The show’s musical acts, including Tyla and other trending artists, brought an electrifying energy that kept the spectacle dynamic and relevant.
An Image Renovated: Marketing the New Victoria’s Secret
While the return to overt sensuality may draw criticisms from those who expected a full transformation, it appears Victoria’s Secret has embraced a measured approach to rebranding. From a marketing standpoint, the brand is actively working to rebuild its iconic image, embracing its history rather than attempting a total reinvention. In doing so, Victoria’s Secret aims to reconnect with its loyal followers, many of whom remember the pre-scandal shows fondly.
The decision to revisit its classic, daring approach highlights a significant shift in how Victoria’s Secret views its place in the fashion industry. The show’s return reflects an understanding that, while inclusivity and comfort are essential, the brand’s strength has always been in offering an aspirational view of femininity and confidence.
What Lies Ahead for Victoria’s Secret?
The success of this comeback will ultimately depend on how well Victoria’s Secret can navigate the current fashion landscape. Its long-term survival will rely on its ability to continue offering consumers a blend of comfort, inclusivity, and timeless appeal, without reverting to outdated norms. As the brand redefines its narrative, this show serves as a reminder of the delicate balance between staying true to one’s identity and evolving with the times.
Victoria’s Secret’s return has undeniably reignited interest in the brand, sparking conversations about the role of high fashion in an increasingly diverse and inclusive world. Whether it will continue to captivate audiences or face renewed scrutiny remains to be seen. But for now, it’s clear that the Angels are back, and they’re as unapologetically glamorous as ever.
