For more than 20 years, Victoria’s Secret had built its image on a man’s vision of sexiness with its annual fashion catwalk extravaganza. But now, after a four-year hiatus, the lingerie brand has come back with a revamped runway show that celebrates inclusivity and diversity.
The new Victoria’s Secret fashion show, called the Victoria’s Secret World Tour, featured top models like Winnie Harlow, who has vitiligo, walking the runway in designs that celebrate all different body shapes. The event also showcased the creators’ looks on headless mannequins of various body types.
Victoria’s Secret is making these changes in an effort to reverse its declining sales and address criticisms that it perpetuates unrealistic beauty standards. The company is revamping its marketing to highlight fuller-figure women, expanding its product range to include mastectomy bras and sports bras, and refreshing its stores with a more inviting atmosphere.
The Victoria’s Secret World Tour will be aired globally on Amazon Prime Video on September 26, marking the company’s biggest marketing investment in the past five years. The show is part of Victoria’s Secret’s effort to reclaim its position as a relevant and inclusive brand.
Despite these efforts, Victoria’s Secret faces significant challenges. While it is still the largest lingerie label in the US, its market share has declined due to competition from brands like American Eagle’s Aerie, which focus on inclusivity and comfort from the beginning. Victoria’s Secret has also faced criticism for its association with the #MeToo movement and its former CEO’s ties to Jeffrey Epstein.
Victoria’s Secret CEO Martin Waters acknowledges that turning around the business will take time. However, he believes that there is a clear path to growth by embracing inclusivity and cultural relevance.
In the end, Victoria’s Secret hopes to champion women of all shapes, sizes, and backgrounds and foster a brand that is empowering and inclusive.
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