The Victoria Secret Fashion Show has long been one of the most iconic, glamorous, and highly anticipated annual events in the fashion industry. Known for its extravagant sets, elaborate costumes, and, most notably, its roster of high-profile models—dubbed “Angels”—the show became a pop culture phenomenon, influencing fashion, beauty trends, and even perceptions of body image for years. However, despite its dazzling success, the show has been mired in controversy, which led to its eventual cancellation in 2019. With a 2023 revival aiming to reboot and refresh the brand’s image, the Victoria’s Secret Fashion Show remains a fascinating case study in both the power and the pitfalls of fashion marketing.
Origins of the Show
The first Victoria Secret Fashion Show took place in 1995, as an extension of the lingerie brand’s growing popularity in the 1990s. Victoria’s Secret, originally founded by Roy Raymond in 1977, had become the largest American retailer of women’s lingerie by this time, largely due to its unique marketing approach that made lingerie both mainstream and aspirational. The idea behind the show was to create a media spectacle that would showcase the brand’s latest designs, blending high fashion with the allure of lingerie.
Held initially in modest venues, the show quickly expanded into a media event with national coverage. By the late 1990s, the event had grown in scale and spectacle, featuring top models, elaborate runway sets, and musical performances from globally recognized artists. The inclusion of supermodels like Tyra Banks, Heidi Klum, and Gisele Bündchen helped catapult the show to global fame.
The “Angels” and Branding
The creation of the “Victoria’s Secret Angels” in 1997 marked a turning point in the brand’s marketing. These models, who often wore the elaborate, bejeweled wings that became synonymous with the event, were portrayed as the epitome of beauty, confidence, and femininity. Women like Adriana Lima, Alessandra Ambrosio, and Candice Swanepoel became household names, not just for their modeling careers but because of their association with the Victoria’s Secret brand.
This concept of the “Angel” was a branding masterstroke. The models not only embodied physical ideals but also represented a certain fantasy lifestyle, one that was aspirational yet seemingly attainable through the purchase of Victoria’s Secret products. The image of the Angel became an enduring symbol of the company’s brand identity, blending sex appeal with a glossy, high-fashion edge.
Extravaganza and Pop Culture Impact
By the early 2000s, the Victoria Secret Fashion Show had become a media spectacle of unparalleled scale. The televised event was broadcast in over 100 countries, reaching millions of viewers annually. The combination of music, celebrities, and high fashion made it a cultural touchstone.
A key feature of the show was its musical performances. Major artists like Justin Timberlake, Rihanna, Beyoncé, and Taylor Swift performed during the show, adding to the event’s pop culture relevance. In many ways, the Victoria Secret Fashion Show became less about the lingerie and more about the entertainment factor—the show itself was the star, and the lingerie was just one part of a much larger, more opulent package.
Furthermore, the show was known for pushing the limits of design with its “Fantasy Bra,” an annual highlight. This piece, typically valued in the millions, was encrusted with jewels and worn by one of the top models, solidifying the event’s status as a convergence of fashion, art, and luxury.
Criticism and Decline
Despite its global popularity, the Victoria Secret Fashion Show has faced increasing criticism, particularly around issues of diversity, inclusivity, and body image. As social attitudes towards beauty standards began to evolve, the narrow representation of women on the Victoria’s Secret runway—mostly tall, thin, and predominantly white—became the subject of backlash.
By the mid-2010s, the body positivity movement had gained significant traction, and brands like Aerie and Savage X Fenty began to challenge Victoria’s Secret’s long-standing dominance by offering more inclusive ranges of sizes and showcasing a diverse range of models. Meanwhile, Victoria’s Secret faced growing scrutiny for its lack of racial diversity, absence of plus-size models, and a failure to represent women of different ages and body types.
The 2018 interview with Ed Razek, Victoria’s Secret’s chief marketing officer at the time, sparked significant controversy. Razek suggested that there was no place for plus-size or transgender models in the Victoria Secret Fashion Show, comments that were widely criticized as out of touch and exclusionary. The backlash was swift and severe, and within a year, Victoria’s Secret announced that the 2019 show would be canceled amid declining viewership, plummeting sales, and mounting public pressure.
The cancellation marked the end of an era for Victoria’s Secret, as the brand struggled to reconcile its glamorous but increasingly outdated image with the modern consumer’s demand for diversity, inclusivity, and body positivity.
The 2023 Revival: A New Direction?
In 2023, Victoria’s Secret announced the return of the fashion show, but with a new direction aimed at addressing past criticisms. Rebranded as the “Victoria’s Secret World Tour,” the 2023 show promised to celebrate women of all shapes, sizes, and backgrounds. Rather than a live runway event, the show took the form of a docu-series, focusing on female empowerment, artistry, and global cultures. This new approach aimed to reframe the brand as inclusive and in touch with modern sensibilities, shifting away from the overt sexualization that had once defined it.
The company also underwent significant internal changes, including new leadership and a revised marketing strategy that prioritized inclusivity. The lineup of models for the 2023 show was noticeably more diverse, featuring plus-size models, models of different ethnic backgrounds, and even those from underrepresented communities. The emphasis on artistry over sexuality marked a sharp departure from the spectacle-driven approach of the past.
Legacy and Influence
The legacy of the Victoria Secret Fashion Show is a complex one. On one hand, it revolutionized fashion marketing, turning a simple lingerie show into a cultural event. It pushed the boundaries of what fashion shows could be, introducing elements of entertainment and spectacle that have since been emulated by other brands. For years, it shaped beauty standards and influenced how women viewed themselves and their bodies.
On the other hand, the show has also become a symbol of the fashion industry’s struggles with inclusivity and representation. Its narrow definition of beauty came under increasing scrutiny in a world where consumers expect brands to reflect real people and real bodies. The downfall of the Victoria Secret Fashion Show illustrates the shifting cultural tides in fashion, from a singular, idealized vision of beauty to a more inclusive and representative one.
As Victoria’s Secret attempts to rebrand and reintroduce its fashion show in the 2020s, it remains to be seen whether the brand can successfully navigate this new landscape. The show’s future will likely depend on how well the company can align itself with the values of diversity, inclusion, and body positivity that today’s consumers expect. Nonetheless, the Victoria Secret Fashion Show will always be remembered for its impact on fashion, entertainment, and pop culture at large.
