Victoria's Secret, a brand synonymous with glamour and allure, has been at the forefront of the lingerie industry for decades. However, the brand faced significant challenges in recent years, grappling with changing societal norms and consumer expectations. Tonight marks a pivotal moment in the brand's history as the Victoria's Secret Fashion Show makes its grand return after a four-year hiatus.
The brand took a hard fall off the 'It-Girl Radar' for a variety of reasons that can be summed up with: "No one understood the brand anymore". VS was synonymous with sexy since it's inception -- the brand was easy to understand, recognize, and interact with. Model = Angels. Lingerie = Sexy. Glamour, pink, feathers, bras. And the VS Fashion Show? A favourite for everyone. With musical performances from some of the hotest artists in North America, over-the-top designs of luxurious angel wings, and top-faces in the modelling industry wearing playful, glamorous lingerie in a stunning setting - there was something for everyone.
Or, was there?
With backlash flooding the press about the companies controversial comments, like
Ed Razek, the then-Chief Marketing Officer, remarks in a Vogue interview, stating that transgender and plus-size models did not fit the “fantasy” of the Victoria’s Secret Fashion Show, and the rise of the body positivity movement, it seemed that most people didn't have something to love about the show.
The show's cancellation in 2018 came amidst a wave of criticism for its lack of inclusivity. The brand, once the epitome of a singular definition of "sexy," found itself at odds with a culture increasingly celebrating diversity in shapes, sizes, and colors. This cultural shift, often referred to as the 'woke' revolution, called for a more inclusive representation of beauty, leading to a reevaluation of the brand's identity.
In response, Victoria's Secret embarked on a transformative journey, rebranding itself to embrace inclusivity. However, this shift was met with mixed reactions. Some applauded the move, while others felt the brand lost its essence, leading to a decline in market share and revenue. It was a delicate balancing act between staying true to its roots and evolving with the times, which, the brand seems to have failed at while walking that tight-rope.
Now, as the lights dim and the runway lights up, the world watches with bated breath. Will the show retain its original charm, or will it present a 'woke-washed' version of its former self? The answer seems to lie somewhere in the middle, a fusion of past and present.
A glimpse into the brand's direction was offered in Vogue's September 2024 issue, where an ad spread featured classic VS model Candice Swanepoel, draped in a furry jacket reminiscent of angel wings, alongside an attractive woman of color in a chic, yet modest ensemble. This visual pairing suggests a harmonious blend of the brand's iconic sexy appeal with a more inclusive approach.
The return of the Victoria's Secret Fashion Show is more than just a spectacle of fashion and entertainment; it's a cultural moment that will be a near definitive qualitative study on where sexy lands in North American culture.
The fashion industry is no stranger to reinvention, and Victoria's Secret's journey is a compelling narrative of change, challenge, and rebirth. Whether this new chapter will lead to regained market share and revenue remains to be seen. However, one thing is clear: Victoria's Secret is not content to rest on its laurels.
As the show unfolds tonight, it will undoubtedly set the tone for the brand's future. Will it be a triumphant return to form, or a stepping stone to further evolution?
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