011: victoria has a not-so-secret
When I was younger, I dreamt of growing up to be 5'10" and becoming a Victoria's Secret Angel. I wanted to wear the wings and be that girl! Most of all, I wanted to embody the fierceness and attitude of some of my favorite supermodels. Nothing screamed "it girl" to me like a Victoria's Secret Angel. And I mean this literally...
Victoria's Secret is making a grand return to the runway after a five-year hiatus. Over the past few years, the brand has faced significant public scrutiny and societal criticism. Once celebrated for its bombshell allure, intricate angel wings, and elaborate annual runway shows featuring supermodels such as Gisele Bündchen, Adriana Lima, and Chanel Iman, the brand's image took a hit. In 2019, Victoria's Secret canceled its fall show, announcing a complete rebrand in response to declining sales and waning public favor.
The 2018 Victoria's Secret Fashion Show in New York City. Timothy A. Clary / AFP via Getty Images file
However, this rebrand seemed to mute the brand's iconic identity. Gone were the bombshell glamour and the supermodels. In a reactive attempt to become more inclusive for the everyday woman, Victoria's Secret leaned towards muted tones and subdued ad campaigns. While society is indeed a tough crowd to please, there are a few reasons why this drastic change didn't resonate well.
Victoria's Secret ad campaign. Victoria's Secret via NY Times
Firstly, the rebrand felt disingenuous. It was a reaction to feedback criticizing the brand's promotion of super skinny, unattainable beauty standards. The sudden and drastic change felt forced and was a lot for people to take in. Secondly, the "blah-ification" of the brand implied that the fun, bold, sexy, and alluring maximalist sex appeal they were known for was only achievable for a select few. Including the everyday woman, it seemed, meant toning down the sexiness.
Despite these missteps, I commend the brand for their efforts. There is never a perfect way to make everyone happy simultaneously. All in all, I am very excited about the return of the Victoria's Secret runway and what’s to come. A representative of the brand stated that they "will deliver precisely what our customers have been asking for — the glamour, runway, fashion, fun, wings, entertainment — all through a powerful, modern lens reflecting who we are today." Victoria's Secret spokesperson via USA TODAY
I will be seated, and the little preteen in me is putting on her mascara, my mother's heels, and practicing her walk! Below are five of my favorite VS runway moments from over the years that have me totallyyy looking forward to what's to come.
XOXO, VC. ily times a milly.
OG post date: may.18.24