Victoria’s Secret had its moment in the limelight, but perhaps it’s time to step down.
The Victoria’s Secret Fashion Show has made its comeback after a five-year hiatus. The show was cancelled indefinitely, back in 2019, following a plummet in ratings and viewership the year prior. Since then, the company has been working hard to win both its viewers and shoppers back by shifting to an image of inclusivity, diversity, and body positivity.
Despite ticking off all the boxes and “pulling out all the stops,” viewers wonder whether Victoria’s Secret can ever re-earn its place in society, or if it’s time to pack up and close the curtains.
The company’s first show back adopted the same format since it began in 2001, with the angels strutting down the runway, accompanied by performances from musical artists. However, there were some obvious changes.
For the first time, Victoria’s Secret partnered with Amazon Prime, where the fashion event would be available for streaming. This shift from cable TV to an online platform allowed for greater accessibility, but it wasn’t long before viewers saw through the glamour to the show’s underlying agenda. Given the company has struggled financially over the years, relocating to streaming and turning the runway into a directly shoppable catalogue on Amazon seemed to be an obvious way to generate a profit.
In addition, the show seemed to feature a more diverse cast of models, from various races, ages, and body types; the lingerie selection also expanded to include more modest and sophisticated pieces. To viewers’ delight, the show brought industry veterans like Gigi and Bella Hadid, Adriana Lima, Ashley Graham, and Tyra Banks, whose last appearance on the Victoria’s Secret runway was 19 years ago.
Despite these improvements, it’s difficult to embrace change when it feels clouded by inauthenticity and performativity. We’re reminded that anyone will change if desperate enough.
Victoria’s Secret’s attempt to rectify years of sexist, racist, and exclusionary presentation through a fashion show rebrand, then expect a major comeback is reminiscent of when social media influencers are “cancelled,” issue a shawty apology, and return to the platform anew without having changed. There’s a distinction between addressing a problem through a change in behaviour, and simply ticking off boxes in response to past comments and critiques.
For Victoria’s Secret to earn back viewers’ and consumers’ respect, the supposed values of inclusivity and positivity they stand for must transcend the runway and reflect in the company’s core structure. Their branding once created the image of “sleek,” “skinny,” and “sexy.” Once a desired, yet unattainable image, the standard has now become outdated against our ever-progressing beauty norms, which Victoria’s Secret will be stuck with unless they intend to change from the inside out.
Let’s leave it to other brands to give consumers the authentic representation they deserve. For instance, lingerie brands like Rihanna’s Savage x Fenty champions diversity and inclusivity not only in models, but the brand’s marketing and the selection of lingerie.
Tactics that worked for Victoria’s Secret twenty years ago aren’t taking off the same way in 2024, and no amount of rebranding can deny that.
—Journal Editorial Board
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