Victorias Secret, once the unchallenged queen of lingerie retail, is poised for another revival of its iconic fashion show. But in an era that demands more than just glamour from its brands, can the return of the runway spectacle reconnect Victorias Secret with its former glory, or is it merely a nostalgic echo of a bygone era?
Victorias Secret Today: Between Innovation and Tradition
After a four-year hiatus following its last televised show in 2018, Victorias Secret attempted a bold reinvention in 2023. The brand, grappling with falling profits and growing controversy over its outdated beauty ideals, released a concept-heavy, documentary-style film on Amazon.
Victoria’s Secret will reboot its fashion show this fall, promising the return of wings and musical guests. https://t.co/pZhwPbcbOK
— The Cut (@TheCut) May 15, 2024
Unlike traditional shows, this feature had famous faces like Naomi Campbell and Gigi Hadid dressed in bespoke pieces not available for purchase, a move that left many fans and industry insiders puzzled. Despite the star-studded lineup, the new format failed to resonate.
“We’ve read the comments and heard you,” Victorias Secret declared on Instagram, responding to the outcry for the return of its once-celebrated runway glamour, complete with supermodels and iconic wings.
The brand announced plans for another reboot this fall, promising a show that “will reflect who we are today” while still delivering the spectacle of glamour, runway, wings, and musical entertainment.
Lessons from the Past: A Roadmap for Reinvention?
As it stands, Victorias Secret remains a powerhouse in women’s underwear, a market giant rivaling the likes of Hanes and Aerie combined. However, stagnant sales and a mere 3 percent dip last year suggest that the brand is at a crossroads.
Its recent campaigns have inclusively expanded to feature plus-size models and even nursing bras, but the core product range—lace-trimmed push-up bras and fringed swimsuits—remains largely unchanged. The brand’s ongoing efforts to lure back former Angels and supermodels signal a desire to recapture its old magic.
Yet, the involvement of these iconic figures has been inconsistent, with Bella Hadid becoming a regular face in major shoots, while others like Gisele Bündchen appear sporadically.
A Crucial Season Ahead
Victorias Secret’s continual reboots of its fashion show highlight a critical challenge: meeting the high expectations of a modern audience. The industry has evolved, with conversations around women’s beauty standards and representation taking center stage.
Competitors like Skims have emerged, bringing innovation and a sense of fun to the lingerie market with products like faux-nipple push-up bras.
Moreover, Victorias Secret might find inspiration from its Columbus neighbor, Abercrombie & Fitch, which successfully reinvented itself by shedding its controversial legacy and focusing on trendy, well-made staples for millennials.
This pivot suggests a potential path for Victorias Secret, one that requires a balance between innovation and honoring its heritage—without relying solely on the glitz of runway shows.\
As the brand gears up for its latest fashion show reboot, the question remains: can Victorias Secret truly reinvent itself in the public eye, or will this new show be another missed opportunity to align with contemporary values?
The upcoming event is not just a test of creativity but a significant gauge of the brand’s relevance in today’s shifting cultural and retail landscape. In the end, the success of Victorias Secret’s return to the runway will hinge on its ability to blend its storied past with a forward-thinking approach that resonates with today’s more conscious and diverse audience.
Only time will tell if the wings can lift the brand to new heights or if they will simply serve as a reminder of what once was.
