The first thing I remember about the Victoria’s Secret fashion show was a YouTube video clip of its 2012 edition. While little me had absolutely no clue what Victoria’s Secret was, I distinctly remember feeling beyond amazed by the costumes, the music, the setup, and of course – the models. Every year after that, I’ve anticipated the incredible production accompanied by the show. So, when it got cancelled in 2018, my disappointment alongside many others was huge.
Hence when they announced the show would come back in 2024, I was over the moon excited. Last week on October 15th the Victoria Secret fashion show aired and after much anticipation and expectations, it seems as if the brand is always under scrutiny.
Context
If the show was so amazing, why’d it get canceled in the first place? As a lingerie brand, Victoria’s Secret began to lose sales and popularity amidst a lack of body positivity it represented. As societal norms shifted towards embracing body positivity and diversity, the show’s traditional portrayal of beauty began to feel outdated and caused outrage throughout the body-positivity community. However, the final nail in the coffin of the show was the shamefully ignorant statement of Ed Razek, the marketing leader for the brand, in which he states how no transgender models would be included in the show as it would “ruin the fantasy”.
With this Victoria’s Secret began to shift directions. Ditching the glamorous wings and shows, its strategy turned into feminine empowerment directed at all women. However, sales never picked up and for years the brand has been slowly slipping away, with sales for 2023 being 5% lower than those in 2022, and even lower than the sales during 2020. So once again, VS shifted strategy, and the feminist approach was ditched for an empowerment of sexiness. This meant the show was back on.
Models and Performers
The new show brought about a lot of speculation within changes of model demographics. Would there be more diversity, would the iconic angels like Adriana Lima, Candice Swanepoel, or Alessandra Ambrosio come back, and how fun would their walks be?
As expected, this year’s show featured more than six-foot-tall, super-skinny models. With curvy models like Ashley Graham, in addition to transgender Alex Consani and Valentina Sampaio, diversity was a definite improvement. Yet, the brand went a step further, including older models like Kate Moss. Still, this approach appears to be insufficient for Victoria’s critics, with many stating how including plus size and transgender models was more of a chore it had to fulfill.
But if plus size, transgender, and even an older demographic presence isn’t enough, then what is? No brand out there purely does things on its own accord, they all (to some degree) cater to societal wants and needs, and VS is no different. Model diversity was felt throughout the entire show, so much so, that Tyra Banks, a plus-size model, closed the show. Should the brand then replace all skinny models with diverse ones? Wouldn’t that remove diversity altogether?
While inclusion significantly improved, the vibes of models certainly did not. The celebrated smiles, giggles, and light-hearted walks weren’t there. Instead, models all walked as if they were on a normal catwalk, where strutting out and coming backstage was all they were asked to do. Perhaps it was the organizers playing it safe, and trying to avoid any potential controversy. Quite sadly, by doing so VS missed what made their models truly unique: portraying them as joyful women, not concentrated professionals.
Clothes
Despite being a lingerie brand, the VS show’s outfits always seemed closer to a couture extravaganza than mere undergarments. From the infamous fantasy bras, covered in diamonds, to extravagant accessories ranging from body chains to feathers, to costumes. Not to mention the extraordinary wings that could reach up to 12 feet in height, and would be forever remembered as an icon of the brand.
However, this year’s show lacks in comparison to previous ones. While Gigi Hadid’s wings were amazing, with their size and motorized movements, the rest were mostly small and failed to eradicate the wow factor they used to. Most models wore simple wings that had phrases on them or a basic metallic structure with figures attached. Those without wings wore puffy robes, mesh skirts, or funky print leggings, instead of dazzling accessories or clothes.
While articles like Victoria’s Secret Needs to Read the Room linked these clothes to Victoria’s Secret falsely incorporating body positivity, I believe the real reasoning is purely budget-based. In the past, VS shows cost upwards of 12 million dollars, something I’m certain Victoria’s Secret can’t risk spending on one event alone these days. After being close to bankruptcy, it’s amazing the brand could even put on a show, and while I was also left wanting more, it’s an understandable adjustment.
Conclusion
Now, was the show a success? Yes and no. It got people talking about the brand again, yet no one had something positive to say that didn’t come accompanied by a negative comment. While the 2024 Victoria’s Secret Fashion Show was nothing close to its other editions, it is simply because when a failing business is critiqued for its every action or move, trying endlessly to veer away from it, how could anything be memorable?
Featured Image: Why The Victoria’s Secret Runway Comeback Missed The Mark, Courtesy of Elle Magazine, 2024
