What the Victoria's Secret Fashion Show Was and Why It Mattered
The Victoria's Secret Fashion Show began as a small event in 1995 and grew into a global televised spectacle that defined lingerie marketing for decades. It showcased signature styles like the Angel wings and fantasy bras, while featuring top models and major music performers. Over time, the show became both a cultural barometer and a business driver, shaping brand perception and sparking conversations about beauty standards, inclusivity, and the evolving role of fashion events. Its influence extended far beyond the runway, informing how intimate apparel was marketed worldwide.
Origins and Early Years
1990s Launch and Brand Alignment
In 1995, Victoria's Secret staged its first fashion show to introduce its new lingerie line in a high-gloss, theatrical format. The event was designed to mirror the scale and production value of major fashion weeks, with elaborate sets, supermodels, and a broadcast that reached millions. This approach aligned with the brand's identity as a premium yet aspirational lingerie label. From the beginning, the show tied product imagery to fantasy, empowerment, and glamour, laying the groundwork for its long-term marketing narrative.
Milestone Moments in the 1990s and 2000s
The late 1990s and early 2000s cemented the show's reputation as must-see television. Notable moments include the debut of the Angel wings in 1997 and the introduction of the Fantasy Bra, an annual jeweled creation presented by top models. These segments became signature features, generating press coverage and social buzz. The shows during this era combined fashion, performance, and spectacle, establishing a template that would be referenced and replicated for years to come.
| Year or Period | Notable Attribute or Milestone | Why It Matters |
|---|---|---|
| 1995 | First Victoria's Secret Fashion Show | Launch of a new marketing era for the brand |
| 1997 | Introduction of the Angel wings | Creation of an enduring brand icon |
| 2000s | Annual Fantasy Bra segment | High-profile press coverage and product storytelling |
| 2001 | Super Bowl halftime show featuring a mini version | FS
Peak Influence and Cultural Footprint
Global Reach and Ratings Success
By the 2000s and early 2010s, the show regularly drew tens of millions of television viewers and extensive digital engagement. It was staged in cities around the world, from New York to London and beyond, reinforcing Victoria's Secret as a global brand. The integration of well-known musicians and elaborate choreographed segments turned each broadcast into an entertainment event that extended well beyond fashion. The production scale and marketing budget signaled the show's importance to both retail strategy and brand storytelling.
Controversies and Criticisms
As societal attitudes toward beauty and representation evolved, the show faced increasing scrutiny. Critics argued that its narrow beauty standards and highly sexualized imagery did not reflect the diversity of consumers. Labor practices and supply chain transparency also came under examination. These debates coincided with broader conversations about inclusivity in fashion, prompting the brand to experiment with different casting approaches and event formats in later years. The controversies became an inseparable part of the show's legacy, influencing how future brand events were planned and communicated.
Shifts in the 2010s and Early 2020s
Streaming Era and Changing Platforms
As linear TV viewership declined, the show moved to digital streaming, reflecting broader media consumption trends. This transition changed how audiences accessed content and allowed the brand to experiment with formats and release strategies. While still a marquee event, the streaming approach altered the viewing experience and the way highlights were shared and discussed on social platforms. The move also aligned with broader marketing efforts to build direct engagement through digital channels.
Declining Buzz and Strategic Pivot
By the late 2010s and early 2020s, public interest in the traditional Victoria's Secret Fashion Show had diminished. Ratings fell, social media conversations shifted toward calls for more inclusive representation, and competitors introduced alternative approaches to showcasing lingerie. In response, the brand scaled back the frequency of shows and reconsidered how events fit into its broader marketing mix. This period marked a strategic recalibration, with a focus on retail innovation, digital content, and rethinking event-driven storytelling.
The 2024 Show and What It Signaled
Context and Format in 2024
The 2024 Victoria's Secret Fashion Show was framed as a more restrained, business-focused event rather than a pop culture moment. The production emphasized core product groups, featured a diverse cast relative to earlier years, and incorporated digital elements to reach global audiences. While not a high-profile televised event, it underscored the brand's effort to modernize its image and align with contemporary expectations around representation and sustainability. The show highlighted collaborations with newer voices in fashion and leaned into storytelling that connected the collection to everyday wear.
How 2024 Differs From Past Iterations
Compared with earlier iterations, the 2024 show placed less emphasis on spectacle and more on practical shopping pathways. Segment lengths were shorter, the celebrity guest list was curated, and the overall tone prioritized clarity of product and brand values. Digital content supported the in-person event, enabling broader, more targeted engagement. This shift reflects a broader industry movement toward authenticity and utility, as well as Victoria's Secret's attempt to rebuild relevance in a more fragmented media environment.
Lasting Impact and Brand Evolution
Influence on Lingerie Marketing
Even as the standalone show format has scaled back, its influence persists in how lingerie is marketed and discussed. The emphasis on fantasy storytelling, aspirational visuals, and integrated media campaigns remains embedded in industry practice. At the same time, the brand has had to adapt to expectations around inclusivity, body positivity, and clearer communication about sizing and fit. Emerging labels now compete in a landscape shaped by the standards the brand helped define, even as they pursue different aesthetic and ethical directions.
Future Outlook for Victoria's Secret Events
Going forward, Victoria's Secret is likely to treat large-scale shows as one element of a broader portfolio, alongside retail experiences, digital content, and collaborations. The brand may continue to experiment with event formats that balance spectacle with substance, emphasizing product education, community engagement, and measurable business outcomes. As consumer expectations evolve, the brand's events are expected to reflect greater alignment with diversity, transparency, and practical shopping experiences, while retaining moments of elevated storytelling that connect to its heritage.
Key Takeaways
- The show began in 1995 and became a flagship marketing event for Victoria's Secret.
- It peaked in cultural prominence in the 2000s and early 2010s through television broadcasts and iconic segments like the Angel wings.
- Criticism over narrow beauty standards and declining TV ratings prompted strategic changes.
- The 2024 iteration reflected a more restrained, business-focused approach compared to earlier years.
- Its legacy continues to shape lingerie marketing, even as event frequency and formats evolve.