On With The Show. Victoria’s Secret To Launch Swim Special in February on CBS.

By Kenneth Richard | The Impressionist

Over the holiday break, rumors circulated that Victoria’s Secret was adding to their television offering by reportedly filming a swimwear show in Puerto Rico. Today the brand confirmed it will indeed premier “The Victoria’s Secret Swim Special” on Thursday, Feb. 26 on CBS.

The show makes a nice addition for the brand, whose swimwear offering has expanded over the past number of years, becoming the go to source for spring breakers and non-spring breakers alike. This natural transition features Victoria’s Secret Angels Adriana Lima, Candice Swanepoel, Lily Aldridge, Behati Prinsloo, Alessandra Ambrosio and others along with musical artist Maroon 5 and Juanes. Rather than a runway show, the special will follow the models on their shoot of VS swimwear “as they tackle jungle treks, underwater shoots and overcome personal fears, the special gives unique insight into their character and life stories.” In short, it will be a hit with fanboys and girls alike, giving them additional access to the personalities they already follow – a little too closely in The Impressionist opinion – on social.

The show is being executive produced by Edward G. Razek, Ian Stewart and Hamish Hamilton via Done and Dusted, Inc. with Hamish Hamilton as the director. We are happy to see the team at Victoria’s Secret continue to push into uncharted, yet obviously very calculated, fashion marketing territory.

This humble brand from Ohio managed to carve out a distinctive marketing voice, create the world’s most viewed fashion show, the Superbowl’s most viewed television commercial, and not one but two prime time television specials. As well as becoming a generation’s ideal of sexy.

They made mass fun. The Impression can think of a dozen other brands who should be rethinking their position and dive in, too.