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Victoria’s Secret’s famed fashion show will return in autumn 2025.
Last year, the lingerie brand relaunched its fashion show for the first time in six years, with a star-studded cast of models — or “angels” — decked out in wings that included VS veterans like Adriana Lima, Gigi Hadid and Taylor Hill. The show, however, was done on a pared down stage and featured a a range of underwear and apparel that prioritised comfort over the pure sexiness of its past shows. It also featured a star-studded cast of performers including singers Tyla, Cher and Lisa from K-pop phenomenon Blackpink, and all of the looks were instantly shoppable on Amazon during the livestream.
The relaunch of the show was part of a broader strategy to generate some much-needed attention around the retailer which, for several years, had started to lose market share to competitors like Skims. Victoria’s Secret’s marketing has increasingly been catering to the female gaze over the male one; its recent campaigns around products like its “better than braless” Flexfactor bra, for example, highlight the innate sense of sexiness and freedom that comes with feeling comfortable.
This year, Victoria’s Secret will have to contend with pushing its messaging into the present while still offering the glamour consumers want from the brand. In a post announcing the return of the fashion show in 2025 on Instagram, a user commented “Okay but this time listen [to] us: we want the old glamour, the glitter, the amazing hair, VSFS 2008 make up (for example), WINGS!!” The sentiment was a popular one in the comments.
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The company has not yet revealed any further details about the show’s return.
Learn more:
Victoria’s Secret Returns to the Runway
Six years after its last fashion show, the beleaguered lingerie giant staged a comeback. It was as much a celebration of the brand’s past as it was a signal of where it’s going in the future.
