Reimagining the Victoria’s Secret Fashion Show 2024: A PR Perspective on Reinvention and Brand Revival

This blog post is inspired by the New York Times article: “The Victoria’s Secret Fashion Show Returns. It Shouldn’t” written by Vanessa Friedman.

As I wrote this post, I reflected on my personal connection with the Victoria’s Secret brand. Growing up, I looked forward to the fashion show, captivated by the women on the runway and dreaming that one day I could be like them. It was one of the first brands that sparked my interest in fashion.

Today, I still gravitate toward Victoria’s Secret, particularly for their underwear and pajama sets. While I no longer aspire to be a model, I find myself continually drawn to the brand. Is this due to Victoria’s Secret’s longstanding market presence and reputation, and my interest in the products? In this post, I explore the reasons behind the allure of Victoria’s Secret, analyzing both the brand’s PR strategies and the room it has for growth today.

After receiving criticism, Victoria’s Secret made changes to its brand that had never seen before in its brand history: hiring diverse models, with a wide range of professions. These changes were made to the once-exclusive brand to prioritize a wider view of inclusivity.

A new aspect of the show was “everything was shoppable during the livestream, meaning that the actual lingerie was more accessible than absurdist” (Friedman). Runway shows often feel unattainable or otherworldly, but this feature allows everyday consumers to see themselves reflected in the models, empowering them to feel like their own supermodels in their daily lives.

While PR changes were made, the brand still has room for growth. As Vanessa Friedman highlights, the core of the brand’s identity—rooted in promoting a “fantasy” that often objectifies women—has not fully evolved. While the fashion show was been an integral part of the brand (and something I enjoy watching), the even updated version of the show might be insensitive. While having diverse models is important, it can also be seen as performative because there are still systematic issues within the brand. Victoria’s Secret has to continue to work toward empowerment, still prioritizing inclusivity but striving for authenticity.

Aerie, a lingerie and lifestyle brand, much like Victoria’s Secret has made a big stand on empowering young women to love their bodies. The brands’ values of body inclusivity and community have made the shift to align with consumer values. It looks to be a good example of what Victoria’s Secret must work toward in order to remain a major contender in the industry.