Victoria’s Secret made a highly-anticipated return with a revamped fashion event and a documentary that celebrates diversity and body positivity. The lingerie brand, known for its iconic annual fashion show, took a four-year hiatus and is now making a bold statement with its new direction.
The event showcased 20 global creatives, featuring models of all different body shapes and sizes. Notable figures like Winnie Harlow, who has vitiligo, a skin condition, graced the runway in the brand’s designs. Alongside the live event, a documentary-style film titled The Victoria’s Secret World Tour was previewed. The film will be aired on Amazon Prime Video on September 26, making it the company’s largest marketing investment in the past five years.
Victoria’s Secret has been facing declining sales in recent years, partly due to its supercharged sexy image and lack of inclusivity. In response, the brand has been actively working to revamp its marketing strategies by featuring fuller-figure women in ads and store mannequins, expanding into mastectomy bras and sports bras, and refreshing its stores with a new aesthetic.
In a significant departure from its long-standing tradition, Victoria’s Secret has also replaced its iconic Angels with a diverse group of 10 women who have advised and promoted the brand on social media. This change reflects the brand’s commitment to embracing and celebrating women in all their different stages.
However, despite these efforts, Victoria’s Secret faces challenges in regaining its market share. Smaller rivals and inclusive online startups have gained popularity among consumers who seek brands that focus on positive reinforcement and offer more comfort. In 2020, Victoria’s Secret split off from its parent company, L Brands, becoming a separate public entity.
The return of Victoria’s Secret marks a pivotal moment for the brand as it seeks to reclaim its position at the center of cultural relevance. The fashion event and documentary aim to uplift and champion women on a global scale, showcasing a diverse range of talent and perspectives.
While the brand is still the largest lingerie label by sales in the U.S., it acknowledges that its journey to regain full potential will take time. Victoria’s Secret CEO Martin Waters expressed confidence in a clear path to growth, even in the midst of a turbulent environment.
As Victoria’s Secret embarks on this new chapter, it strives to redefine what sexy means in a world that values inclusivity and body positivity. The brand plans to resonate with a wider audience by embracing diversity and empowering women of all shapes and sizes. Only time will tell if Victoria’s Secret’s overhaul can successfully revive its once-unparalleled success.
