Victoria’s Secret Fashion Show 2024: Can The Fallen Angels Rise Again?

Victoria’s Secret, erstwhile a defining unit successful nan manner industry, made a highly anticipated return to nan runway pinch its rebranded Victoria’s Secret Fashion Show. The iconic lingerie marque canceled its show successful 2018 aft plummeting ratings and crisp disapproval for being retired of touch, pinch galore calling nan marque sexist, outdated and lacking successful diversity. Before nan show’s cancellation, I had already warned of nan brand’s waning relevance successful nan media.

After a six-year hiatus, Victoria’s Secret promised inclusivity — showcasing plus-size models for illustration Ashley Graham, Moroccan and Egyptian descent exemplary Imaan Hammam, transgender models specified arsenic Valentina Sampaio, and icons for illustration Tyra Banks, Kate Moss and Gigi Hadid.

Yet, contempt these efforts, nan show amazingly stuck to nan aforesaid ocular language, style and sensibility that had erstwhile brought nan marque to its knees. What were they thinking?

Sure, nan runway was much diverse, featuring models of different assemblage types from Devyn Garcia to Blesnya Minher—but astatine this point, really could it not be? Anything little would person been inexcusable.

Despite glitzy philharmonic performances from Cher, Tyla and Lisa (not a immense displacement from stars for illustration Katy Perry successful erstwhile years), and nan thankful removal of nan outdated Fantasy Bra, nan marque grounded to push boundaries—either successful reality aliases fantasy—leaving galore unimpressed.

So, what tin we return distant from this marque revival that, successful my view, intelligibly missed nan mark? And, much importantly, what tin leaders successful branding—and beyond—learn to debar akin mistakes?

1. Inclusion Isn’t A Trend—It’s A Transformation

While it was bully to spot Victoria’s Secret see much divers models, for illustration Imaan Hammam and Anok Yai, nan halfway connection of nan show remained mostly unchanged. The return of longtime models for illustration Adriana Lima, Alessandra Ambrosio and Candice Swanepoel brought backmost nan aforesaid aged glamour—which was awesome to see—but location was nary further, existent reimagining of nan brand.

For brands for illustration Victoria’s Secret, inclusion must beryllium much than conscionable a runway feature—it needs to beryllium embedded successful each facet of nan company, from merchandise creation and trading to institution civilization and leadership. Extended sizes, plus-size models, and transgender practice must beryllium portion of nan brand’s DNA, not conscionable a necessity for a azygous event, and that must beryllium expressed successful nan astir authentic way.

And while Victoria’s Secret has made immoderate strides connected this front, nether business duress, erstwhile brands dainty diverseness arsenic an responsibility alternatively than a commitment, they neglect to make a lasting impact, and astir importantly, it shows.

2. Own Your History To Shape Your Future

Victoria’s Secret’s past is tied to unrealistic ideals of beauty—most famously represented by their monolithic angel wings and hypersexualized runway shows. I judge nan marque missed a valuable opportunity to not only reclaim but besides to reimagine its narrative.

Victoria’s Secret could person done this successful 1 of galore ways. For example, it could person utilized humor—turning its bequest connected its caput and showing it doesn’t return itself excessively seriously. Lingerie, aft all, is meant to beryllium fun, isn’t it?

According to investigation from Oracle, 90% of consumers are much apt to retrieve a funny ad, and 72% would take a marque pinch a consciousness of joke complete its competitors. Similar findings person been produced by Kantar and System1. Imagine Victoria’s Secret adding a playful moment, for illustration models referencing their past lives arsenic “angels” pinch joke and ridicule, embracing a bold rebrand. But instead, it stuck to nan aforesaid formula, leaving me—and apt galore others—skeptical astir their authenticity.

Leaders should admit that joke tin disarm disapproval and thief rebuild trust. Acknowledging past mistakes and moreover making nosy of them could person helped Victoria’s Secret link much profoundly pinch their assemblage and show their quality and much susceptible side. The show seemed to still beryllium striving for an perfect of perfection—-which savvy audiences admit nary longer exists. It’s your imperfections that make you perfect.

3. Playing Catch-Up Isn’t Enough—You Must Lead

In nan competitory manner industry, simply catching up pinch trends isn’t enough. Victoria’s Secret’s rebrand could person taken a page retired of nan occurrence of brands for illustration Savage X Fenty — which revolutionized nan manufacture pinch inclusivity, bold imagery and a caller return connected lingerie and beauty.

While it was breathtaking to spot a manner icon for illustration Gigi Hadid footwear disconnected nan show, and models for illustration Vittoria Ceretti locomotion nan runway, nan wide arena lacked nan invention needed to guidelines out. Victoria’s Secret had nan opportunity to lead pinch fresh, disruptive ideas, but instead, nan marque followed nan well-established diverseness inclination without pushing nan boundaries.

Innovation is captious for brands to enactment relevant. According to a study from BCG, 79% of companies now rank invention among their apical 3 priorities—a 15-point summation since 2009—and 66% scheme to summation their invention spending, pinch 42% aiming for much than a 10% increase. Brands for illustration Victoria’s Secret can’t conscionable drawback up pinch nan competition—they must beryllium bold capable to group caller trends and redefine what lingerie intends for today’s consumers.

4. Audiences Demand Substance, Not Symbolism

Despite nan inclusion of curvy women, transgender models and extended sizes, nan wide reside of nan Victoria’s Secret Fashion Show felt much symbolic to maine alternatively than substantive. Sure, location were astir apt going to beryllium immoderate feathered angel wings this time, and thankfully nan outdated diamond-encrusted Fantasy Bra was obscurity successful sight, but nan show still relied connected nan aforesaid pageantry and spectacle of a Miss World that felt retired of measurement pinch today’s sensibilities.

In my book The Kim Kardashian Principle, I stress nan value of authenticity. Audiences coming are savvier than ever, and they tin easy spot erstwhile brands prioritize surface-level gestures complete meaningful change. A important 81% of customers request to spot a marque earlier making a purchase, and 86% judge that authenticity is important for supporting a brand.

Victoria’s Secret’s imaginative head whitethorn person updated immoderate elements of nan show, but nan reliance connected past symbols—like beaded heart-shaped wings—made it clear that nan marque is still holding onto its problematic past and hasn’t wholly moved on.

5. Trust Is Earned Through Consistency, Not Grand Gestures

Victoria’s Secret’s return to nan runway felt much for illustration a little than expansive motion than a sustained effort to rebuild trust. Trust isn’t earned overnight. Even if Victoria’s Secret had deed each nan correct notes pinch this manner show, it needs to travel up pinch accordant actions that reenforce their committedness to inclusivity.

In 2021, I wrote astir really Victoria’s Secret’s diverseness campaign, Victoria’s Secret Collective, was dormant connected arrival, arsenic nan marque seemed to switch 1 beauty perfect for another. That would not beryllium nan meaning of inclusion. The Victoria’s Secret Fashion Show comeback this twelvemonth feels likewise misaligned.

To regain credibility, Victoria’s Secret must spell beyond nan runway and attraction connected semipermanent actions that bespeak a genuine taste transformation—from nan measurement they marketplace their collections to really they pass pinch their assemblage passim nan year.

Bottom Line: The Runway To Redemption Is Paved pinch Action

It was clear to spot really Victoria’s Secret Fashion Show made an effort to person its assemblage that nan marque had evolved—but is it capable to reverse six years of declining sales? I uncertainty it. The runway to redemption is simply a agelong one, and it requires much than a rebranded runway show to triumph backmost trust.

To genuinely reclaim their position successful nan market, Victoria’s Secret must move beyond symbolic gestures for illustration their beloved angel wings and attraction connected real, meaningful alteration that resonates pinch today’s consumers. A world study by Kantar reveals that 75% of consumers opportunity a brand’s diverseness and inclusion estimation influences their acquisition decisions. Brands for illustration Victoria’s Secret must admit that consumers want authenticity, not performance.

I haven’t written disconnected Victoria’s Secret conscionable yet. And I do judge that if they ain their past, clasp bold innovation, and consistently show up pinch existent values, they tin still move nan page and link pinch today’s much conscious consumers.

Named Esquire’s Influencer Of The Year, Jeetendr Sehdev is simply a media personality, world speaker and nan writer of nan New York Times bestselling sensation, The Kim Kardashian Principle: Why Shameless Sells (and How to Do It Right.)