The Victoria’s Secret Fashion Show has long been a global cultural spectacle, merging high fashion with entertainment. After a five-year hiatus, the brand’s decision to revive the show has generated widespread attention — and questions about how it will adapt to a vastly different social and fashion landscape. The return of this iconic event is more than a revival; it represents a reinvention of values, marketing, and creativity in the modern apparel industry.
A Legacy That Needed Reinvention
The Victoria’s Secret Fashion Show, once an emblem of glamour and sensuality, faced sharp criticism in the late 2010s for its lack of inclusivity and outdated beauty standards. Amid declining viewership and shifting consumer expectations, the company canceled the show in 2019. At that time, consumers were increasingly demanding authenticity, diversity, and purpose-driven branding.
In its absence, the fashion world evolved dramatically. Body positivity movements gained momentum, sustainable fashion became mainstream, and social media redefined what it means to be a fashion icon. For Victoria’s Secret, a simple return to its old formula would have risked irrelevance. Instead, the brand’s relaunch of the show in 2024 signals a bold attempt to redefine what “sexy” means in a new era — one that celebrates individuality over idealization.
A New Vision: Redefining Beauty and Empowerment
This time, Victoria’s Secret has made clear that the show will not merely be about displaying lingerie; it will serve as a platform for storytelling, empowerment, and inclusivity. The new production integrates creative voices from different backgrounds, featuring models, artists, and designers who represent a wide range of identities and body types.
One of the most notable innovations is the inclusion of more narrative-driven segments. Rather than focusing solely on the runway, the show explores the stories behind the women — their personal achievements, cultural backgrounds, and social impact. This approach marks a significant departure from the previous spectacle-driven formula and aligns with the broader fashion industry trend of authenticity and representation.
Moreover, Victoria’s Secret has integrated collaborations with emerging designers and artists, emphasizing creative partnership rather than corporate branding. By blending fashion with culture, music, and digital media, the show seeks to position itself as an evolving cultural event rather than a static commercial presentation.
The Role of Technology and Immersive Experiences
Technology has become a central tool in the reinvention of the show. The use of immersive virtual environments, augmented reality, and digital storytelling techniques allows Victoria’s Secret to expand beyond the traditional runway format. The integration of these technologies is not only a visual enhancement but also a strategic move to engage younger audiences who consume fashion content through social media and streaming platforms.
For instance, interactive digital platforms allow audiences to experience behind-the-scenes content, explore design processes, and engage with models and designers in real time. The show also leverages AI-driven styling recommendations and data analytics to personalize audience interaction. This blending of fashion and technology reflects a broader industry trend toward hybrid experiences, where physical and digital realms coexist.
Sustainability as a Core Message
One of the most important shifts in the 2024 Victoria’s Secret show is the emphasis on sustainability. In contrast to the brand’s historical focus on extravagance, the new production highlights environmentally conscious design. Many of the featured collections use recycled fabrics, plant-based dyes, and responsible manufacturing practices.
The company’s renewed sustainability commitments include reducing carbon emissions and increasing transparency in its supply chain. These changes not only respond to consumer demand but also align with the global movement toward responsible fashion. The messaging of sustainability, paired with empowerment and diversity, signals a comprehensive repositioning of Victoria’s Secret from a product-driven company to a purpose-driven brand.
Cultural Context: Responding to Global Shifts
The fashion world today operates within a more politically and socially aware environment. Movements advocating for gender equality, representation, and environmental justice have reshaped what audiences expect from global brands. The new Victoria’s Secret show recognizes this shift.
Instead of idealizing a narrow image of femininity, the show now promotes an inclusive narrative where confidence and individuality define beauty. This change also mirrors global industry transformations — from Rihanna’s Savage X Fenty shows, known for their bold inclusivity, to Balmain’s collaborations with digital artists.
By incorporating these global perspectives, Victoria’s Secret aims not only to rebuild its image but also to regain cultural relevance. The brand’s international expansion strategy further supports this goal, featuring models and creators from different continents, reflecting how fashion today transcends borders and identities.
Marketing Evolution: From Fantasy to Real Connection
In the past, the Victoria’s Secret show was built on the concept of fantasy — an idealized world of unattainable beauty. Today, the marketing narrative has shifted toward emotional connection. Through digital storytelling, social media engagement, and partnerships with influencers who embody authenticity, the brand is seeking to reconnect with its audience on a more personal level.
Instead of relying on celebrity supermodels alone, the show now celebrates women with diverse careers — athletes, entrepreneurs, artists, and activists — who represent real-world empowerment. The transition from fantasy to reality represents not just a marketing shift, but a redefinition of the brand’s cultural purpose.
The Global Reaction and Industry Impact
The response to the revived Victoria’s Secret Fashion Show has been cautiously optimistic. While longtime fans appreciate the return of its iconic glamour, many observers are more interested in seeing whether the company can truly sustain its new values in practice. The show’s success will depend not only on its aesthetics but also on the authenticity of its message.
Industry analysts note that the show’s return may also reignite the role of televised or streamed fashion spectacles, which have declined in recent years. If successful, it could inspire other legacy brands to modernize through storytelling, diversity, and digital innovation.
The event also reflects how the balance of power in fashion has shifted from brands to audiences. In the age of social media, public perception, inclusivity, and ethical responsibility have become as influential as product design. The 2024 show serves as both a marketing experiment and a cultural barometer, testing how legacy brands can evolve in a digital-first, socially conscious world.
Looking Ahead: A Model for the Future of Fashion Shows
The revived Victoria’s Secret show is more than a comeback; it’s a prototype for the future of fashion marketing. By merging technology, storytelling, inclusivity, and sustainability, it aligns with what modern consumers demand — connection, transparency, and values.
Fashion shows are no longer isolated events for the elite; they are global experiences accessible through screens, social platforms, and interactive media. The new Victoria’s Secret show acknowledges this shift, embracing not only diversity of models but also diversity of media and audience participation.
In many ways, this transformation represents the fashion industry’s broader evolution — from exclusivity to inclusivity, from spectacle to story, from product to purpose.
As Victoria’s Secret steps into this new era, the challenge lies not in recreating past glory, but in maintaining authenticity and progress. The success of this revival will depend on how consistently the brand embodies the principles it now promotes. For the global fashion community, it offers a case study in how legacy institutions can evolve, adapt, and thrive in a world where image and impact must coexist.
