Victoria’s Secret Returns to the Runway with First Show in Six Years

The Women-Led Show Format Emphasized the Brand’s Increased Attention to Inclusivity and Multi-Channel Distribution

Victoria’s Secret made its long-anticipated return to the runway with an expansive live event in Brooklyn on Tuesday, October 15.

After a hiatus since 2019, the fashion show reintroduced a mix of veteran and emerging models, featuring well-known figures such as Adriana Lima, Alessandra Ambrosio, and Tyra Banks. The event aimed to showcase a more diverse array of beauty, moving beyond its traditional model lineup. The night marked the first time that the brand included transgender models, with Alex Consani and Valentina Sampaio highlighting the brand’s shift towards greater inclusivity.

The show also integrated a new shopping feature, allowing viewers to purchase the runway looks in real-time via Victoria’s Secret’s website, app, select stores, and the Amazon Fashion store. This feature was part of the brand’s strategy to blend fashion presentation with digital shopping platforms, meeting modern consumer preferences.

Musical performances by Cher, Tyla, and Lisa accompanied the fashion segments, with the event broadcasted live across multiple platforms including Victoria’s Secret’s social media and Amazon Live. This approach ensured that the show reached a broad audience across different media channels.

The runway was organized into several thematic sections: Modern Heritage, Twinkle, Heroes, Atelier, and Unwrap The Magic, each designed to convey distinct styles and narratives.

Victoria’s Secret is looking towards imbuing confidence as it works to get its business back into growth mode. The brand aimed to marry past traditions with a vision for the future through a global livestream. “It will always be about feeling sexy,” said Janie Schaffer, chief design and creative officer before the show. “But it’s sexy for everybody. We have 57 bra sizes. We have a fully inclusive and beautiful collection of lingerie, and we really wanted to celebrate that on the runway”.

Schaffer highlighted that the show also showcased ‘confident women of many different shapes and sizes.’ Behind the scenes, the logistics of the show had also transformed, with a focus on real-time availability of runway looks for sale. “This is about live, in the moment.” Schaffer pointed out, “Whatever happens, happens. Truly, an authentic journey.”

In 2001, Victoria’s Secret had created quite a stir when its runway show was televised, drawing a viewership of 12.4 million. However, the brand’s more overt approach to sexiness had eventually led to it straying from contemporary cultural nuances. The landscape has since evolved with younger, more diverse brands making their place.

Now, after a corporate spinoff, fluctuations in sales and stock, and the recent appointment of a new CEO – former Savage x Fenty CEO, Hillary Super – Victoria’s Secret returned to prime time.

Victoria’s Secret is looking towards the runway show to help boost sales which declined by 2 percent to $2.8 billion in the first half of the year. The brand anticipates a decline of about 1 percent in sales for the whole year.