Victoria’s Secret’s New Lingerie Show (17 Photos)

The Victoria's Secret Fashion Show took place in New York for the first time in six years. Gigi and Bella Hadid, Adriana Lima, Alessandra Ambrosio and, of course, Irina Shayk shone on the catwalk. The show was closed by one of the brand's first and most iconic "angels" - Tyra Banks.





After a six-year hiatus, Victoria's Secret, one of the most famous lingerie brands in the world, held its show again. However, much has changed over the years: from falling sales to high-profile scandals and a new strategy. What led to such changes, why was the brand forced to suspend its famous shows, and how does Victoria's Secret plan to restore its reputation?

1. Kate Moss



The first warning signs for Victoria's Secret appeared in the late 2010s. The main reason was a decline in sales, which began due to changing consumer tastes and growing competition. In 2018, the company's profits began to decline sharply, and in 2019 it was decided to cancel the iconic Victoria's Secret Fashion Show, which for years was considered the most important event in the fashion world.

2. Gigi Hadid



One of the main problems was the change in brand perception: Victoria's Secret was criticized for the uniformity of beauty standards, excessive sexualization, and inconsistency with body positivity and inclusivity trends. While many fashion brands began to adapt to new public demand by offering a variety of sizes and models, Victoria's Secret remained true to its "angels" - tall, slender, and idealized models. This led to the brand losing its appeal to a wider range of buyers, which was reflected in a drop in revenue.



Amid falling sales, the company was accompanied by high-profile scandals. In 2019, allegations of sexual harassment and inappropriate behavior began to emerge against Leslie Wexner, the founder of L Brands, which owned Victoria's Secret. The scandal associated with Jeffrey Epstein, who had been a close adviser to Wexner for many years, was especially damaging to the brand's reputation.

3. Bella Hadid



In addition, the brand has come under fire for its abandonment of body positivity and inclusivity. Amid the growing popularity of the body diversity movement, Victoria's Secret has continued to push traditional beauty standards. Competitors like Rihanna's Savage X Fenty have begun to gain an audience by offering a wider range of sizes and body types, including women of different body types and skin tones.

4. Candice Swanepoel



The stakes were high, and to regain lost ground, Victoria's Secret decided to rethink its strategy. In 2021, the company announced significant changes to its policies. First, the brand has abandoned the concept of "angels" and no longer uses this term for its models. Instead, they began collaborating with various activists, athletes, and women who represent a more diverse and inclusive picture of female beauty.

5. Irina Shayk



Victoria's Secret has embraced the inclusivity and body positivity movement by bringing in models of all body types, ethnicities, and ages. This change has also been reflected in the new show format, which focuses more on the models' personalities and accomplishments, rather than just their looks.

6. Tyra Banks



Victoria's Secret was founded in 1977 by Roy Raymond, who wanted to create a place where men could comfortably buy lingerie for their partners. The company started with a small store in California, but quickly expanded due to its unique concept and emphasis on sexuality. In 1982, Leslie Wexner bought the brand for $1 million, and under his leadership, Victoria's Secret became the world leader in lingerie.

7. Adriana Lima



The Victoria's Secret Fashion Show, first held in 1995, became a major marketing tool. It drew attention not only to the models but also to the brand as a whole, helping it to dominate the industry. Some of the brand's most famous "angels" were Gisele Bündchen, Heidi Klum, Adriana Lima, Alessandra Ambrosio, Miranda Kerr, and Tyra Banks. These models became symbols of glamour and attractiveness, which only strengthened the image of Victoria's Secret.

8. Lila Moss



At its peak, Victoria's Secret was making over $7 billion annually, but recent years have been challenging for the company. Competition from brands like Savage X Fenty, Aerie, and ThirdLove has begun to eat away at market share. These brands are offering more inclusive lines, promoting a diversity of shapes and sizes, which appeals to a new audience.

9. Beatie Prinsloo



Victoria's Secret has started to pick up steam again in recent years, although it's still a long way from its previous levels. The brand is set to record revenues of around $6.7 billion in 2022, indicating a gradual recovery, but competition remains fierce.

10. Anok Yai



Over the years, Victoria's Secret has attracted some of the most famous supermodels. Gisele Bündchen has long been the face of the brand and is considered one of the highest paid models in the world. Adriana Lima and Alessandra Ambrosio are some of the most famous "angels" who have become synonymous with Victoria's Secret. Heidi Klum and Miranda Kerr have also made significant contributions to the brand's popularity.

11. Jasmine Tookes



12. Ashley Graham



13. Alessandra Ambrosio



14. Liu Wen



15. Paloma Elsesser



Do you think there should be more body positive models and all sizes, or is it better to send only slim girls onto the catwalk?