The “angels” are returning to the runway. Victoria’s Secret announced Wednesday that its once-celebrated fashion show will return after being canceled in 2019 due to poor ratings and controversies. The lingerie brand, founded in 1977, faced a 2020 New York Times investigation that revealed an alleged culture of misogyny. A spokesperson for L Brands, the former parent company, stated at the time that they were “intensely focused” on corporate governance and had “made significant strides.”
Victoria’s Secret also faced criticism for its lack of inclusivity. In November 2018, Ed Razek, then-chief marketing officer for L Brands, faced backlash for excluding “transsexuals” from the runway show. Since splitting from L Brands in 2021, Victoria’s Secret has revamped its approach, incorporating diverse, body-positive models and launching a partially revived fashion show on Prime Video in 2023.
“We’ve read the comments and heard you,” the company wrote on Instagram. “The Victoria’s Secret Fashion Show is BACK and will reflect who we are today, plus everything you know and love—the glamour, runway, wings, musical entertainment, and more! Stay tuned…it only gets more iconic from here.”
The announcement comes as the body positivity movement faces challenges. Emerging around 2012, the movement gained momentum online, with the pandemic boosting content about plus-size fashion and body confidence. However, the demand for new semaglutide-based weight loss drugs has seen a resurgence of “diet culture,” which values weight loss and thinness as ideals. This shift is evident in fashion trends like “heroin chic” and brands like Old Navy scaling back inclusive sizing.
Influencer Remi Bader, a vocal advocate for size inclusivity and a VS brand ambassador since 2022, noted a “clear shift” in inclusivity trends. “Inclusivity was trendy, and brands hopped on the bandwagon to avoid being called out for not being inclusive,” she said in a recent TikTok video. Bader suggested that brands are now retreating from these initiatives.
@remibader A little nighttime important vent sesh #sizeinclusivity #fashionindustry #plussize #brands ♬ original sound – Remi Jo
Despite this, influencers supporting body acceptance, such as Ella Halikas, Kristina Zias, and Raeann Langas, celebrated the show’s return on Instagram. Victoria’s Secret has partnered with many influencers in recent years, emphasizing its commitment to representing all women. In August 2023, the brand stated on its website, “We have moved from promoting an exclusionary view of what’s sexy to celebrating all women throughout every phase of their lives.”
However, the company has struggled financially despite its rebranding efforts. Since going public in 2021, Victoria’s Secret stock has lost nearly half its value, dropping from about $42 to $21 per share.
A Victoria’s Secret spokesperson reiterated the brand’s Instagram announcement, promising that the 2024 fashion show will “deliver precisely what our customers have been asking for.” The company remains dedicated to celebrating and supporting all women.
The date of the fashion show has not yet been announced.