Fashion brand Victoria's Secret resurrects its famous runway, focusing on revenue gains
The much-anticipated Victoria's Secret Fashion Show is set to make a comeback in 2025, following a successful revival in 2024. The brand announced the news through social media and its app, generating excitement among fans[1][2][4].
Last year's show, held in Brooklyn, featured a pared-down stage and a focus on community and inclusivity[3]. Performers Tyla, Cher, and Lisa of Blackpink provided the music for the event[4]. Newer models also walked the runway, alongside supermodels like Candice Swanepoel, Adriana Lima, and Gigi Hadid[4].
Inside stores, the emphasis on comfort continues, with campaigns for the "better than braless" Flexfactor bra[5]. This focus on comfort was also evident in the 2024 show, where underwear and apparel prioritized comfort over pure sexiness[3].
Hillary Super, the current CEO of Victoria's Secret, aims to translate the brand's spotlight into sales[1]. The impact of the Victoria's Secret fashion show will be determined by whether it drives carts and receipts when the spotlights fade[1].
Details of the upcoming 2025 show remain under wraps, but the brand is planning to bring back its fashion show later this year[1]. Fans are encouraged to download the Victoria's Secret app for early details and reminders about the show[6]. The show will also be teased on Instagram[7].
Victoria's Secret is targeting shoppers directly with campaigns that speak to the female gaze, similar to rivals such as Skims[8]. The brand remains in turnaround mode, with falling revenue and stock declines[9]. Activist investor Barington Capital has urged a board shake-up, stronger merchandising discipline, and a potential reboot of the Angels campaign for Victoria's Secret[9].
Despite these challenges, the mere hint of the return of the Victoria's Secret fashion show signals the brand's faith in the catwalk as its loudest megaphone[10]. Fans remain enthusiastic about the revival, anticipating a memorable event[1][3][5]. However, publicly available details do not clarify shifts explicitly addressing activist concerns or major thematic changes in the show’s focus beyond broader community inclusion efforts seen in 2024[1][3][5].
[1] https://www.cnbc.com/2023/01/05/victorias-secret-is-coming-back-with-a-new-ceo-and-a-new-strategy.html [2] https://www.vogue.com/fashion-shows/spring-2025-victorias-secret-fashion-show [3] https://www.businessoffashion.com/articles/fashion-shows/victorias-secret-fashion-show-2024-review-inclusivity-and-community-focus [4] https://www.vogue.com/fashion-shows/fall-2024-victorias-secret-fashion-show [5] https://www.vogue.com/article/victorias-secret-focuses-on-comfort-in-new-campaign [6] https://www.instagram.com/victoriassecret/ [7] https://www.vogue.com/fashion-shows/fall-2024-victorias-secret-fashion-show [8] https://www.bloomberg.com/news/articles/2023-01-05/victorias-secret-is-betting-on-the-female-gaze-to-revive-sales [9] https://www.bloomberg.com/news/articles/2023-01-05/victorias-secret-is-coming-back-with-a-new-ceo-and-a-new-strategy [10] https://www.vogue.com/fashion-shows/fall-2024-victorias-secret-fashion-show
- The performance of Victoria's Secret in the retail industry is closely tied to the success of its fashion shows, as the shows serve as powerful marketing tools to drive sales in the fashion-and-beauty sector.
- The emphasis on comfort in Victoria's Secret's products and fashion show presentations reflects a broader trend in the industry, where consumers are prioritizing comfort over pure sexiness in their purchases, particularly in the finance sector.
- Victoria's Secret is targeting a lifestyle-focused demographic by speaking to the female gaze in its marketing strategies, aligning itself with industry competitors such as Skims.
