Victoria’s Secret Returns with Overhauled Fashion Event Celebrating All Body Shapes

Victoria’s Secret Returns with Overhauled Fashion Event Celebrating All Body Shapes

Victoria’s Secret, the renowned lingerie brand, made a triumphant comeback with a revamped fashion event that celebrated diverse body shapes. After a four-year hiatus, the brand presented a hybrid fashion show and documentary-style film featuring 20 global creatives, emphasizing inclusivity and body positivity.

The fashion event, titled the Victoria’s Secret World Tour, showcased a diverse range of models, including Winnie Harlow, who has vitiligo—a skin condition—and creators’ looks on headless mannequins representing various body types. The event marked a significant milestone for Victoria’s Secret, as it represented the brand’s biggest marketing investment in the past five years.

The lingerie giant was compelled to transform its image and marketing strategies following years of declining sales and criticism for its narrow definition of beauty. Competitors like American Eagle’s Aerie and inclusive online startups had captured a significant market share by championing body positivity and comfort.

To regain relevance and appeal to a broader customer base, Victoria’s Secret embarked on a series of initiatives. The brand revamped its marketing efforts by featuring fuller-figure women in ads and store mannequins, expanding its product offering to include mastectomy bras and sports bras, and refreshing its stores with brighter lights and blush pink walls. Furthermore, Victoria’s Secret replaced its iconic Angels with a diverse group of 10 women who have played an advisory role and promoted the brand on social media.

The significance of this transformation was not lost on the models and industry veterans associated with the brand. Long-time Victoria’s Secret Angel Adriana Lima expressed her support, highlighting the importance of celebrating women in their different stages. Naomi Campbell also applauded the change, recognizing the opportunity it affords aspiring models. The reformulated Victoria’s Secret aims to provide a platform to talented individuals who were previously hindered by limited beauty standards.

Despite these efforts, industry experts posit that Victoria’s Secret faces an uphill battle. While it remains the largest lingerie label in the United States, its market share declined from 31.2% in 2017 to 18.7% last year. The rise of competitors that prioritize inclusivity and comfort has undoubtedly affected the brand. However, Victoria’s Secret’s CEO, Martin Waters, remains optimistic, believing that the company’s brand revolution and strategy will gradually lead to growth and success.

The decline of Victoria’s Secret can be traced back to 2017 when the #MeToo movement prompted women to seek brands that celebrated and empowered diverse bodies. The departure of long-time marketing chief Edward Razek in 2019 and the subsequent decision to rethink the fashion show further highlighted the need for change. Additionally, controversial ties between Victoria’s Secret’s founder, Lex Wexner, and Jeffrey Epstein added to the brand’s challenges.

To respond to changing consumer expectations, Victoria’s Secret now echoes the same messaging as its competitors, promoting diverse body types and comfort. However, some consumers, like Sierra Mariela, have already turned away from the brand, citing a lack of connection with its past messaging. Instead, Mariela prefers brands that have consistently celebrated all body types.

In an attempt to reclaim its position at the center of cultural relevance, Victoria’s Secret hosted the fashion event, headlined by a performance from Doja Cat. The event offered glimpses of a feature-length film that showcased the creators’ looks and a couture collection designed by the brand’s in-house team. Thirteen designs inspired by the couture items, including silky robes and lacey pants, will be available for sale in late September. The film featured original show veterans like Naomi Campbell, Adriana Lima, and Gigi Hadad, as well as diverse and fuller-size models like Paloma Elsesser, with whom the brand has been working for several years.

Victoria’s Secret aims to shed its previous image and contribute to a more inclusive and empowering narrative for women worldwide. The brand hopes that their renewed focus on diverse body shapes and representation will resonate with consumers and pave the way for future success.