For over two decades, Victoria’s Secret has been known for its annual fashion show, featuring supermodels like Naomi Campbell strutting down the runway in extravagant lingerie. However, after a four-year break, the lingerie brand made a comeback with a revamped event that celebrated inclusivity and diversity.
The new Victoria’s Secret show showcased different body shapes and featured top models like Winnie Harlow, who has vitiligo, wearing the brand’s designs. The event also displayed the creators’ looks on mannequins representing various body types.
The Victoria’s Secret World Tour, set to air on Amazon Prime Video, is the company’s biggest marketing investment in the past five years. This represents Victoria’s Secret’s efforts to move away from its previous hypersexualized image that alienated many women.
The brand has made several changes to revamp its image, including featuring fuller-figure women in advertisements and store displays, expanding into mastectomy and sports bras, and updating the overall store aesthetic. Additionally, Victoria’s Secret replaced its “Angels” with a diverse group of women who have become brand ambassadors.
While these efforts are commendable, Victoria’s Secret is still facing challenges. The brand’s market share has significantly declined in recent years due to increased competition from inclusive lingerie brands like Aerie. Despite acquiring online rival Adore Me, Victoria’s Secret continues to experience declines in sales.
Victoria’s Secret CEO Martin Waters acknowledges that turning the business around will take time. He believes that there is a clear path to growth, but it requires navigating the current turbulent environment.
Victoria’s Secret was once a dominant force in the lingerie industry. However, its sales began to decline in 2017 when the #MeToo movement prompted a shift in consumer preferences towards brands that embraced body positivity. The brand went through leadership changes and endured backlash related to its association with Jeffrey Epstein.
Although Victoria’s Secret is now aligning itself with movements promoting inclusivity and body diversity, it faces the challenge of standing out amidst a crowded market. Consumers like Sierra Mariela have turned to other brands that they feel better represent them.
Nevertheless, Victoria’s Secret hopes that its revamped fashion show will help the brand regain cultural relevance. The event featured a performance by Doja Cat and snippets from the upcoming Victoria’s Secret film. The film showcases both the creators’ designs and a couture collection, with select items available for sale.
The new Victoria’s Secret show is a significant step for the brand as it strives to uplift and champion women on a global scale. However, only time will tell if these changes can restore the brand’s former glory.
• AP Entertainment TV producer John Carucci in New York contributed to this report.
