The Victoria's Secret Fashion Show is Coming Back: Why They Took a Four-Year Hiatus and What to Expect from its Return
Written by Hailey Ravitz
21,000 diamonds. 1 million dollars. 930 hours of work. All for a bra. The Fantasy Bra.
In 2018, model Elsa Hook sparkled as she strutted the runway in this work of art. There was not an imperfection in sight. On the runway, beauty is defined by stunning, tall, skinny women. Millions of women watch at home, but almost none see themselves represented on the screen.
For too long, The Victoria’s Secret Fashion Show has sent the message that being beautiful meant having long legs and no curves. Their branding caused women to develop an unrealistic beauty standard. Public backlash and declining ratings led to the show being canceled in 2019. Many no longer supported a show that promoted a false concept of perfection.
After a four-year hiatus, the Victoria’s Secret Fashion Show is returning. However, the show will not be the same as it once was.
During the company’s 2022 earnings call, CFO Timothy Johnson stated that the company is “going to continue to lean into the marketing spend to invest in the business, both at top-of-funnel and also to support the new version of our fashion show which is to come later this year.”
The glamorous yet unrealistic show is being reimagined. In a statement to The Hollywood Reporter, a spokesperson said the company plans to “reinforce [their] commitment to championing women’s voices and their unique perspectives.”
The first Victoria's Secret Fashion Show occurred in 1995 at the Plaza Hotel in New York City. In the twenty-four years since then, the show has featured gorgeous models wearing the brand's lingerie. Some famous Victoria’s Secret Angels include Adriana Lima, Hedi Klum, Gisele Bundchen, and Alessandra Ambrosio. The runway was a revolving door of tall, thin models. Victoria’s Secret built their brand around these women, creating a false conception of beauty many women compared themselves to.
After a decline in sales, poor television ratings, and negative public sentiment, the show was canceled in 2019. People did not want to watch a show that fostered unrealistic beauty standards and a lack of diversity.
Later that same year, the Chief Marketing Officer, Ed Razek, made a repugnant statement in an interview with Vogue. When asked if the show would ever consider featuring a more diverse cast, he said, “I don’t think we should … Because the show is a fantasy. It’s a 42-minute entertainment special.” Razek later issued an apology and resigned from the company.
In 2021 Victoria's Secret decided it was time to rebrand. The company released an ad in June 2021 stating, “We’ve changed, we now know beauty was always yours to define. We see you.” The video includes women of all colors, sizes, and shapes. Finally, people at home could see themselves represented in the brand's campaigns. The ads that once highlighted an unattainable image of women would now be more inclusive and authentic to everyone wearing the brand's products.
Furthermore, the brand has retired the angel wings and replaced them with the VS Collective, a group of diverse and influential women who will advise and promote the company. The group includes athlete and equality advocate Noami Osaka, and professional soccer player and LGBTQIA+ activist Megan Rapione.
Although the company seems to be making strides to be more inclusive, many people are skeptical of their motives.
Lizzo, singer and business owner, addressed the announcement on Twitter saying, “This is a win for inclusivity for inclusivity’s sake. But if brands start doing this only because they’ve received backlash, then what happens when the ‘trends’ change again? Do the CEOs of these companies value true inclusivity? Or do they just value money?”
The future of the Victoria's Secret Fashion Show is still unclear. It’s coming back, but can it truly change for the better? I guess we have to wait and see.
Edited by: Margot Bond, Annie Stockwell, Roan Vaughan, and Lauren Veum
DEI Reviewed by: Kiko Carbonell
