Is Victoria’s Secret Finally Embracing All Women?

Victoria’s Secret has announced its long-awaited return of the fashion show, promising a vibrant, inclusive celebration of women of all shapes, sizes, and backgrounds. After a six-year hiatus, the brand aims to reinvent its image by showcasing diversity and accessibility. Chief design and creative officer Janie Schaffer assures a grander spectacle with a record number of models and high-profile musical performances. The show will also feature collections available for purchase, reflecting a more inclusive and customer-friendly approach.

For years, the Victoria’s Secret fashion show was a staple of glamour, extravagance, and, admittedly, controversy. The brand faced significant backlash over its lack of diversity, refusal to include plus-size and transgender models, and an overall culture deemed toxic. In 2018, amidst these criticisms, the show was shelved, marking the end of an era.

Fast forward to 2024, and the lingerie giant is staging a comeback. This time, with a promise to represent “all women.” The new show aims to be a grand spectacle, an “all-singing, all-dancing affair,” as described by Janie Schaffer, the chief design and creative officer. With a focus on inclusivity and accessibility, Victoria’s Secret is determined to redefine its identity and appeal to a broader audience.

The Need for Change

The hiatus wasn’t merely a pause but a necessary retreat for the brand to reassess its values and strategies. The previous format of the show was heavily criticised for perpetuating unrealistic beauty standards. Ed Razek, the former chief marketing officer, was at the centre of this controversy, known for his resistance to hiring models who didn’t fit the traditional mould. His departure signalled the beginning of a transformation.

Reimagining the Runway

The upcoming show, scheduled for the autumn, promises to be unlike anything seen before. Schaffer highlights that the reboot is not just about bringing back the glitz and glamour but doing so through a modern lens. This means a runway that celebrates diversity in all its forms. The aim is clear: to make every woman feel seen and included.

A Broader Representation

The new show will feature an unprecedented number of models from various backgrounds, sizes, and gender identities. This is a stark contrast to the past where the show predominantly showcased a narrow definition of beauty. Sarah Sylvester, executive vice president of marketing, emphasised that the goal is to create a brand that all women can resonate with, whether through the fashion show, social media engagement, or in-store experiences.

Accessibility and Engagement

Another significant change is the decision to make the runway pieces available for purchase almost immediately after the show. This move is a strategic effort to bridge the gap between the fantasy of the runway and the reality of the consumer. The collections, including holiday intimates and VS Sport range, will be accessible to a wider audience, reinforcing the brand’s commitment to inclusivity.

Entertainment Extravaganza

High-profile musical performances have always been a hallmark of the Victoria’s Secret fashion show, and this year will be no different. While specific performers have not been announced, the expectation is set high, with a promise of a star-studded event. The iconic VS wings will make a return, adding to the nostalgic yet refreshed experience.

A Cultural Shift

The relaunch of the show is part of a broader cultural shift within Victoria’s Secret. The brand has been actively working to rebuild its image, focusing on empowering women rather than objectifying them. This transformation is not just about the runway but about redefining the brand’s overall ethos.

Victoria’s Secret is embarking on a bold new chapter with its revamped fashion show. By embracing diversity and making inclusivity a core value, the brand aims to reconnect with its audience and rectify past mistakes. The new show promises to be a grand celebration of all women, featuring an array of models and performances that reflect today’s societal values. This is more than a fashion show; it’s a statement of change and a commitment to a more inclusive future.

“All women will be represented on the runway. It’s very important.” – Janie Schaffer, Chief Design and Creative Officer.

Join us this autumn to witness the reimagined Victoria’s Secret fashion show and be part of a movement that celebrates every woman. Stay tuned for updates and get ready to shop the runway looks!