Victoria’s Secret achieved a peak viewership of 3.64 million for its 2026 fashion show, marking a 32.9% year-over-year increase and driving first-half sales to $3.1703 billion, according to a report by magazine.hankyung.com. The brand’s operating income surged 448.1% to $332.95 million following the event, which was held on October 18 at Sony Pictures Studios in Culver City, California.
The 2026 Fashion Show Return and Record Viewership
The underwear brand brought back its signature runway event after a seven-year hiatus that began in 2019. Cultural shifts favoring diversity had previously pressured the company, causing television viewership to drop from 12 million in 2001 to 3.27 million in 2018.
The 2026 revival drew one of the most popular programs among broadcasts excluding sports in the United States this year. Official YouTube clips of the show accumulated over 21 million views within 20 hours of posting, and total views surpassed 36 million by October 28. Social media metrics showed account views for the preceding 30 days reaching over 200 million by October 19, a 701% increase over the previous 30-day period.
Redefining Brand Identity and Dropping the Ticker Symbol
Chief Executive Officer Hillary Super, who took office in August 2024, redefined the brand’s core values as “sexy, glamorous, and luxurious.” Super stated that the brand previously pushed a narrow definition of attractiveness, but now aims to emphasize a form of sexiness defined by women themselves.
The shift in corporate identity appeared on the New York Stock Exchange, when the ticker symbol changed from VSCO to VSXY. Concurrently, the representation of plus-size models on the runway decreased, with fewer than 10% of the 80 models in the 2026 show featuring curvy or plus-size builds.
Kylie Jenner and the Return of the Fantasy Bra
To capture public attention, Victoria’s Secret departed from tradition by assigning its 50 million dollar Fantasy Bra to Kylie Cosmetics founder Kylie Jenner rather than a career runway model. The Fantasy Bra, valued at approximately 67 billion won, represents a signature piece historically reserved for supermodels such as Claudia Schiffer, Tyra Banks, Gisele Bündchen, Heidi Klum, and Adriana Lima.
Chief Creative Officer Adam Selman selected Jenner to leverage her cultural reach. The decision generated widespread social media reaction across TikTok and Instagram, featuring responses to Jenner appearing on the runway with angel wings alongside attendees Kris Jenner and Timothée Chalamet.
The company also reinstated its “Angel” strategy, bringing back figures like Adriana Lima and Tyra Banks alongside new participants such as WNBA player Angel Reese. A documentary covering open casting calls for new angels accompanied the marketing rollout to expand audience engagement.
Product Upgrades and Financial Recovery
Product enhancements focused on bra design, fit, and shorter release cycles. The brand utilized bolder colors and varied lace textures, releasing items like the “Very Sexy Envy” bra to mark the 25th anniversary of its Very Sexy line alongside Flex Factor Balconies.
Bra revenue grew by the mid-10% range in the second quarter, accounting for roughly half of the overall brand sales increase. Growth was particularly pronounced among new customers aged 18 to 24.
| Metric | Financial Result | Change vs. Previous Year |
|---|---|---|
| H1 2026 Sales | $3,170.3 million | Up 12.7% |
| H1 2026 Operating Income | $332.95 million | Up 448.1% |
| Peak Fashion Show Viewers | 3.64 million | Up 32.9% |
The open question remains whether the rebound in viewership and the pivot toward traditional glamour will sustain long-term market share among younger consumers once the initial novelty of the celebrity-driven runway fades.
