Victoria’s Secret Comeback: Will the lingerie brand survive?

Love it or hate it, Y2K continues to dominate the trends. But one surprising comeback is definitely Victoria’s Secret.

Overshadowed by Savage X Fenty, the OG lingerie brand plummeted due to the brand’s questionable morals and lack of diversity across the models. And now they’re back with a different marketing structure. It must really be the 2000’s!

Let's take a look at the brand's history and my thoughts on its comeback.

Victoria's Secret: Journey through the decades

Victoria’s Secret: The American Dream If you’re too young to remember the reign of Victoria’s Secret or haven’t checked out the documentary, here’s a quick recap. Once an iconic lingerie brand, Victoria's Secret, saw its last fashion show in 2018, marking the end of an era.

However, beneath the angel wings and glamorous catwalks, allegations of institutional misogyny began to surface. Cue fake gasp!

Founded in 1977, the brand’s journey from its inception to its 2018 fashion show makes for an interesting case study when looking at the male gaze in the fashion industry, and the complex and evolving relationship between lingerie and feminism.

Though the show began in the ‘90s, the Victoria’s Secret Fashion Show skyrocketed in the '00s so I recognise it as a noughties brand. The brand rode the wave of diet culture which perfectly aligned with the unattainable ideal of the “perfect” body that Victoria's Secret promoted. Because clearly, we must endure suffering to be beautiful, right?

Rihanna’s much-needed takeover

Fast forward to now. You’ve most likely heard of Savage X Fenty. Kicking off in 2018, its first show was a breath of fresh air, blessing us by truly embracing diversity and inclusion.

Rihanna's vision for the show has been a genuine celebration of beauty, featuring models, dancers, and celebrities collaborating to create a fashion spectacle that exudes sex appeal without exclusion. Take a bow, Riri.

Notably, Rihanna's lingerie company made waves with its fashion show and was celebrated by critics for its celebration of individuality. Forbes even credited Rihanna and her team with challenging the long-standing dominance of Victoria's Secret.

In contrast, Victoria's Secret is now recognising the need for change and diversity within its brand image. Their revamped show, The Tour '23, will take a different approach, presenting itself as a feature-length film that combines fashion, film, art, and culture. It will feature a diverse group of 20 global creatives, known as the VS20, hailing from cities like Bogotá, Lagos, London, and Tokyo. Together, they will curate four fashion collections to complement the brand's own custom designs.

But hey, change is in the air, right? Victoria’s Secret is finally hopping onto the diversity train - recognising the need for body positivity and empowerment. Or is it all just a clever marketing strategy? We’ll have to wait and see.

The secret to not getting left behind

Fashion enthusiasts eagerly tuned in to the Prime Video show that premiered on September 26th, anticipating a fresh take on Victoria's Secret. However, what makes this revival truly significant is its resonance with the values of diversity and individuality championed by brands like Savage X Fenty.

The broader lesson here is crystal clear – adaptation is the lifeline to success. Victoria’s Secret sold an unachievable reality and this didn’t match up to societal expectations in the late 2010’s. Similar examples include Blockbuster's failure to adapt to on-demand streaming or Blackberry’s failure to innovate against Apple.

Whether you're an iconic lingerie giant, a tech trailblazer, or simply navigating life's twists and turns, staying attuned to changing values is paramount. As the world evolves and values shift, those who embrace change not only survive but thrive.

So, what do you think about Victoria's Secret's comeback? It's a compelling tale of transformation still in progress, and the narrative is far from over. I’m keen to hear your thoughts on where those angel wings take us next. Or don’t.