The lingerie retailer signals its show’s comeback on Instagram, hoping brand heat will lift a business still under activist scrutiny.
Victoria’s Secret is lacing up its wings once more. An Instagram teaser confirmed the brand’s fashion show will return later this year, nudging followers to download the Victoria’s Secret app for early details and reminders.
For years, the televised runway was a prime‑time spectacle, pairing supermodels in colossal Angel wings with ever more elaborate fantasy looks.
The lights dimmed for six years while the company examined who the show served. After that pause, it re‑emerged in Brooklyn last October on a pared‑down stage. Supermodels Candice Swanepoel, Adriana Lima, and Gigi Hadid walked alongside newer names; performers Tyla, Cher, and Lisa of Blackpink provided the soundtrack. The underwear and apparel prioritized comfort over pure sexiness, and each look was instantly shoppable on Amazon during the livestream.
Hillary Super, who became chief executive officer shortly before that revival, now aims to translate the spotlight into sales. The event can create the “brand heat” retailers crave, yet Victoria’s Secret remains in turnaround mode. Last month, activist investor Barington Capital’s James Mitarotonda cited falling revenue and stock declines, urging a board shake‑up, stronger merchandising discipline, and even a potential reboot of the Angels campaign.
Inside stores, the emphasis on comfort continues. Campaigns for the “better than braless” Flexfactor bra speak directly to the female gaze while rivals such as Skims court similar shoppers. As the brand readies this year’s runway, it must balance practical lingerie with the gloss longtime fans expect.
Details of the upcoming show remain under wraps, but the mere hint of its return signals Victoria’s Secret’s faith in the catwalk as its loudest megaphone. Whether that signal converts into carts and receipts will decide the runway’s real impact when the spotlights fade.
