The Comeback of the Victoria's Secret Fashion Show
Image Courtesy: Pinterest
The glitz, the glamour, the allure, the angels—words that can be used to describe the Victoria’s Secret Fashion Show. Since the fall of 1995, Victoria’s Secret has put on one of the best fashion shows to date. Gorgeous models from all over the world have walked in what may be the sexiest fashion show ever. From Tyra Banks to Adrianna Lima, the show was filled with the world’s top models. Under contract with Victoria’s Secret, these models were known as the Victoria’s Secret Angels. These women were the pinnacle of beauty.
On the runway, the shows had changing set designs that would match the theme of the lingerie and some of the top entertainment in the music industry performing. The shows originally were broadcast around Valentine’s Day, as the brand wanted to associate it with the romance of the holiday. Around 2001, the brand shifted its broadcasting date to be placed ahead of the Christmas and holiday seasons. The shows had millions tuning in to watch these angels take flight on the runway. Paris, Miami, London, and New York City were just some of the infamous places the show would take place. The illustrious designs, transforming lingerie with wings into couture made the shows memorable.
In 2019, the shows were canceled due to the decline in sales and growing criticism of Edward Razek, the CMO of L Brands, the mother company of Victoria’s Secret. Much of this was influenced by the #MeToo Movement, fourth-wave feminism, and the association of L Brands executives with Jeffery Epstein. Many critics of the show thought of it as objectifying, lacking in body size diversity, and several accounts of cultural appropriation. The brand itself decided to remove the shows and find a way to remarket itself to restore its reputation.
In 2021, the rebranding began. Instead of a live fashion show, the brand decided to make a part-documentary, part-fashion film that is scheduled to air on September 26, 2023, on Amazon Prime. This is the first time the brand has partnered with an external retailer to broaden the brand’s engagement. “It’s really about reinforcing our place in fashion and culture,” stated Gregory Unis, the president of Victoria’s Secret. On September 6, 2023, Victoria’s Secret had a launch party during New York Fashion Week to promote The Tour ‘23. It was a 15-minute preview of the new film starring several famous faces like Gigi Hadid, Doja Cat, Adwoa Aboah, and Lila Moss.
Image Courtesy: Amazon
The Tour ‘23 has been deemed a copycat by several consumers of Rihanna’s brand Savage X Fenty, as the arched windows featured in the trailer look extremely reminiscent of those in the 2019 Savage X Fenty show. This sparked controversy as the rebranding was meant to highlight the new and improved Victoria’s Secret.
However, since the teaser trailer's release in July, Victoria’s Secret has gained 6.5 billion brand impressions. Many consumers are eager to see if Victoria’s Secret is worthy of a comeback or if rebranding is a valuable idea. The legendary brand that was once so illustrious in the fashion industry is now hanging by a thread, betting on this new World Tour to show the new and improved Victoria’s Secret. Gregory Unis stated, “It’s about our commitment to raising the VS platform, our brand platform, to champion women’s voices and their experiences and their perspectives.” Only time will tell, and with the release date fast approaching, the brand and consumers alike are awaiting the impact of the 2023 Victoria’s Secret comeback.
Strike Out,
Writer: Lauren Butrum
Editor: Noelle Knowlton
Tallahassee