Fashnopsis:
- Victoria’s Secret’s iconic fashion show returns in Fall 2024 after a 5-year hiatus.
- The brand promises a “redefined” show, hinting at addressing past criticisms.
- The comeback follows declining viewership and controversy over lack of inclusivity.
- Victoria’s Secret faces pressure to adapt to a more body-positive fashion landscape.
- The brand’s success hinges on attracting a modern audience with a relevant show.
Victoria’s Secret, the lingerie brand synonymous with elaborate runway shows and its “Angel” models, is reviving its signature event this Fall 2024. The announcement, made on Instagram on May 15th, 2024, follows a five-year hiatus triggered by declining viewership and controversies surrounding the brand’s image.
A Brand Repositioning
Victoria’s Secret’s fashion show, once a ratings juggernaut, came under fire for its narrow definition of beauty and lack of inclusivity. In 2019, the company cancelled the televised extravaganza amidst cultural shifts and the rise of competitors like Rihanna’s Savage x Fenty, which championed body positivity and diverse representation.
A “Redefined” Show for a New Era?
Victoria’s Secret’s return to the runway signals a potential turning point. Their social media announcement hints at a “redefined” show, leaving fans and critics alike wondering how they will address past criticisms and cater to a more modern audience.
A Legacy of Glamour, Mired in Controversy
The Victoria’s Secret fashion show, launched in 1995, quickly broke television audience records, becoming a cultural phenomenon. Supermodels like Naomi Campbell, Gisele Bündchen, Alessandra Ambrosio, Adriana Lima, Tyra Banks, and Heidi Klum became household names, solidifying the brand’s association with luxury lingerie and the coveted “Angel” status.
However, by 2018, the show’s ratings had plummeted to a fraction of their former glory. This decline coincided with public backlash against Victoria’s Secret’s marketing strategies, including controversial statements by then-marketing director Ed Razek regarding the exclusion of transgender and plus-size models.
Shifting Tides: Victoria’s Secret Responds
Razek’s departure in 2019 marked a turning point. The company, under the leadership of CEO Martin Wasserman and Chief Marketing Officer Martha Pease, has undertaken a repositioning strategy. This includes a more inclusive marketing approach and a diversification of their product offerings.
However, the brand still faces an uphill battle. Revenue in fiscal year 2023 remained below 2022 levels, and profit has significantly decreased.
Image Source: Victoria’s Secret
