Gigi Hadid and Tyra Banks are joining the Victoria’s Secret fashion show that has been in the works for quite some time.
Victoria’s Secret is bringing its contentious fashion show back to the runway after a three-year hiatus, according to recent announcements. The renowned lingerie brand, which has faced criticism and scrutiny over the years, is set to relaunch its famous fashion show in 2024, aiming to revitalize the event with a modern and inclusive approach.
The show, which first gained prominence in the 1990s for its extravagant displays and star-studded performances, became a cultural touchstone. However, in recent years, it has been marred by controversy over issues related to diversity and body image. The last show aired in 2018, and since then, Victoria’s Secret has faced increasing pressure to address these criticisms.
From Naomi Campbell, Tyra Banks, Karen Mulder, Gisele Bündchen, Adriana Lima and Alessandra Ambrosio to Kendall Jenner and Gigi Hadid — to name just a few — all of the world’s most famous models have walked the runway at the legendary Victoria’s Secret Fashion Show, each leaving their mark on the brand’s history.
Banks herself first walks in the show in 1998.
Victoria’s Secret’s Chief Marketing Officer, Amy Hauk, announced that the revamped show will reflect the brand’s new commitment to inclusivity and diversity. “We’re excited to bring the Victoria’s Secret Fashion Show back to the runway with a refreshed vision,” Hauk said in a statement. “Our aim is to celebrate all forms of beauty and showcase a broader spectrum of voices and bodies.”
The fashion show, which will be held later this year, is expected to feature a mix of established and new faces, including models of various body types, ethnic backgrounds, and gender identities. The brand is also planning to incorporate elements that resonate with contemporary audiences, such as live music performances and interactive digital content.
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Victoria’s Secret has been working to rebrand itself in recent years, shifting focus from its traditional marketing strategies to a more inclusive and diverse representation. This change comes in response to public criticism and declining sales, as well as a broader movement within the fashion industry towards more representative and body-positive portrayals.
In 2021, the company launched its “VS Collective,” a group of women from various backgrounds who serve as ambassadors and advocates for the brand’s new direction. This initiative was part of Victoria’s Secret’s effort to distance itself from its previous image, which many criticized as perpetuating unrealistic beauty standards.
The fashion show’s return marks a significant shift for Victoria’s Secret, which had initially announced that it would be moving away from the event in favor of other marketing strategies. The decision to revive the show reflects the brand’s recognition of the event’s enduring appeal and its potential as a platform for communicating its updated values.
Critics have pointed out that while the show’s return is a step towards addressing past issues, it remains to be seen how effectively Victoria’s Secret will implement its commitment to inclusivity. Some argue that true change requires more than just a reimagined runway show, emphasizing the need for ongoing efforts to address systemic issues within the company and the broader fashion industry.
Victoria’s Secret’s competitors have also embraced similar shifts towards inclusivity. Brands like Aerie and Savage X Fenty have gained recognition for their diverse advertising campaigns and inclusive sizing, highlighting the growing demand for a more representative approach in the fashion world.
The upcoming fashion show will be broadcast across multiple platforms, including digital and traditional media, allowing for a wider audience reach. Victoria’s Secret is also collaborating with several high-profile influencers and content creators to amplify the show’s visibility and engagement.
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As the brand prepares for the show’s return, it faces the challenge of meeting the high expectations set by its revamped image while delivering a production that aligns with its new values. The fashion industry and its audiences will be closely watching to see if Victoria’s Secret can successfully navigate this transition and redefine its place in the market.
Victoria’s Secret’s decision to bring back its fashion show reflects a significant shift in its approach to marketing and brand identity. With a renewed focus on inclusivity and diversity, the company aims to reconnect with audiences and address past criticisms. As the fashion show approaches, all eyes will be on Victoria’s Secret to see if it can deliver on its promises and lead the way in transforming the fashion industry’s standards.
