Victoria’s Secret’s Return: Beyond the Runway, a Reimagined Brand for a New Era
The return of the Victoria’s Secret Fashion Show on October 15th, 2025, isn’t just a revival of a glamorous spectacle; it’s a bellwether for the evolving landscape of the lingerie industry and the broader cultural conversation around beauty and representation. After a five-year hiatus, and a reboot last year, the brand is betting big on live performances, iconic ‘Angels,’ and a wider embrace of inclusivity – broadcast live on Prime Video, Amazon Live, YouTube, TikTok, and Instagram. But the real story isn’t just who walks the runway, it’s how the brand adapts to a market demanding authenticity and a rejection of outdated ideals.
A History of Spanish Flair on the Victoria’s Secret Catwalk
For nearly three decades, the Victoria’s Secret Fashion Show has been a global phenomenon, and Spanish models have consistently contributed to its allure. Helena Barquilla broke ground in 1995, the very first year of the show, a far cry from the elaborate productions that followed. Esther Cañadas followed in 1997, choosing not to pursue the coveted ‘Angel’ status, while Eugenia Silva graced the runway in 1999. Clara Alonso represented Spain in 2008, and Blanca Padilla stands out as the only Spanish model to have walked the show twice, in 2014 and 2017. These appearances highlight Spain’s consistent contribution to the show’s international appeal and the global reach of its fashion industry.
From ‘Angels’ to Authenticity: The Shifting Sands of Lingerie Marketing
The original Victoria’s Secret formula – hyper-sexualized imagery, a focus on a narrow definition of beauty, and the aspirational ‘Angel’ persona – began to falter in the face of changing societal norms. The #MeToo movement, the rise of body positivity, and increased demand for inclusivity forced a reckoning. The brand faced criticism for its lack of diversity and its perpetuation of unrealistic beauty standards. This led to declining sales and a tarnished reputation. The current strategy represents a significant pivot, attempting to redefine the brand’s image and reconnect with a more diverse consumer base.
The Power of Representation and Inclusive Sizing
The announcement of Candice Swanepoel’s return, alongside other established models, signals a nod to the brand’s history. However, the success of this reboot hinges on a genuine commitment to inclusivity. This means showcasing a wider range of body types, ethnicities, and ages. Beyond the runway, it requires expanding size ranges and offering products that cater to diverse needs. Brands like Savage X Fenty, founded by Rihanna, have demonstrated the market demand for inclusive lingerie, and Victoria’s Secret is playing catch-up. Statista reports significant revenue growth for Savage X Fenty, illustrating the power of catering to underserved markets.
The Rise of Experiential Retail and Digital Engagement
The decision to broadcast the show on multiple digital platforms – Prime Video, Amazon Live, YouTube, TikTok, and Instagram – reflects a broader trend in the fashion industry. Consumers are increasingly engaging with brands online, and live streaming events offer a unique opportunity for real-time interaction and engagement. This shift also allows Victoria’s Secret to reach a wider audience and bypass traditional media gatekeepers. Furthermore, the brand is likely to invest in experiential retail, creating immersive in-store experiences that go beyond simply selling lingerie. This could include personalized styling sessions, body-positive workshops, and community events.
Looking Ahead: The Future of the Victoria’s Secret Fashion Show
The 2025 Victoria’s Secret Fashion Show is more than just a fashion show; it’s a test case for the brand’s ability to reinvent itself. The success of this event will depend on its ability to balance its glamorous heritage with a commitment to inclusivity, authenticity, and digital innovation. The focus on live performances suggests a desire to create a more dynamic and entertaining experience, appealing to a younger, more digitally savvy audience. The brand’s long-term success will depend on its ability to consistently deliver on its promises and build a genuine connection with consumers who demand more than just beautiful lingerie – they want a brand that reflects their values.
What role do you think social media will play in shaping the future of fashion shows like Victoria’s Secret? Share your thoughts in the comments below!
