Victoria’s Secret is changing its traditional approach to the often-controversial fashion show this year.
Instead of hosting the typical runway event, the brand intends to highlight women from diverse backgrounds worldwide through a full-length film named “Victoria’s Secret World Tour.” This movie will aim to demonstrate the brand’s global reach and diversity.
Raúl Martinez, the Executive Vice President and Head Creative Director at Victoria’s Secret, stated, “This film is the ultimate expression of the Victoria’s Secret brand transformation. It will be driven by fashion, glamour and entertainment with a nod to beloved iconography from the past but in a bold, redefined way. We are so honored to offer our platform and have it explored through the lens and artistry of global creatives who celebrate the individuality of women’s stories and perspectives.”
According to the brand’s press release, the decision to produce a feature-length film demonstrates its ongoing dedication to promoting women’s voices, viewpoints, and experiences.
The film will not only showcase art and culture but it will also feature musical performances and other forms of creative expression.
The film’s creation aims to offer viewers a behind-the-scenes glimpse into what the brand calls the “VS20.”
The VS20 is a group of “20 innovative global creatives” who will develop four fashion collections inspired by the vibrant cities of Bogota, Lagos, London, and Tokyo. The movie will showcase the work of these creatives and intertwine it with custom Victoria’s Secret designs.
Victoria’s Secret & Co.’s Chief Customer Officer, Chris Rupp, announced, “We are thrilled to unveil a completely reimagined version of the fashion show.”
For the first time since 2018, the lingerie retailer will discard its iconic display of models sporting angel wings.
The new fashion “show” will be pre-recorded and accessible for streaming worldwide, culminating in a live event this fall.
The decision comes after Victoria’s Secret’s challenges in rebuilding its reputation, and a few experts argue that it has a long way to go to remain competitive in today’s market. Although still the dominant player in lingerie, Victoria’s Secret has recently lost market share to direct-to-consumer (DTC) newcomers and companies like American Eagle’s Aerie brand, which prioritize fit and empowerment, at times contrasting themselves with their larger rival.
Last year, Victoria’s Secret mitigated its risks by acquiring DTC label AdoreMe.