The Victoria’s Secret brand has has had a rough go of it lately. One minute tall and thin supermodels were all the rage, and then suddenlt with the meetoo movement everything changed. In some ways this was a good thing, as the brand needed to better relate to women who were tired of just seeing supermodels wearing the lingerie. But there was certainly an overcorrection. Most consumers loved the glitz of the brand and the sex appeal of the models paired with the company’s products.
So the company relaunched its iconic Fashion Show in 2024 after a six-year hiatus triggered by declining ratings, inclusivity backlash, and cultural shifts. The 2025 edition, held on October 15, 2025, at Steiner Studios in New York City, amplified this comeback by prominently featuring the return of its legendary “Angels” and veteran supermodels, blending nostalgia with fresh faces and performances. This strategic pivot signals a potential resurgence for the brand, aiming to reclaim its cultural dominance while addressing past criticisms through diversity and modernity. Other key elements included the incorporation of celebrities like WNBA star Angel Reese and K-pop group TWICE.
The Return of the Angels and Supermodels
The 2025 show marked a deliberate revival of the “VS Angels”—the elite group of models who embodied the brand’s fantasy aesthetic in its heyday (1995–2018). These Angels, known for their elaborate wings and high-profile contracts, were phased out during the hiatus as the brand shifted toward body positivity and inclusivity. For 2025, Victoria’s Secret brought back over a dozen former Angels, infusing the event with star power and heritage:
Key Returning Angels and Supermodels: Adriana Lima (making her sixth appearance after retiring in 2018), Alessandra Ambrosio, Candice Swanepoel, Behati Prinsloo, Doutzen Kroes, Jasmine Tookes, Lily Aldridge, Taylor Hill, Josephine Skriver, Romee Strijd, Elsa Hosk, Martha Hunt, Sara Sampaio, Stella Maxwell, Lais Ribeiro, and Barbara Palvin. These veterans walked in signature wings, evoking the show’s golden era of glamour and extravagance.
New and Diverse Models: To balance tradition with progress, the lineup included contemporary stars like Gigi Hadid, Anok Yai, Alex Consani, Paloma Elsesser, Imaan Hammam, Precious Lee, Irina Shayk, Angelina Kendall, Emily Ratajkowski, Devyn Garcia, Yumi Nu, and Ashley Graham. This mix featured a broader range of body types, ethnicities, and backgrounds, moving beyond the ultra-slim ideals of past shows, but still including stunning women. You can’t go wrong when you’re adding Emily Ratajkowski to the mix.
The format retained classic elements like themed segments (e.g., the “Wings Reveal” and “Class of Pink 2025”), live music, and elaborate lingerie designs, but with updated twists such as sustainable fabrics and tech-integrated outfits. The all-female production team and musical lineup emphasized empowerment, a nod to the brand’s rebranding efforts post-2019 controversies.
Incorporation of Celebrities and Performers Like Angel Reese and TWICE
To infuse fresh energy and cross-cultural appeal, the show expanded beyond traditional models to include athletes, actors, and global performers, creating a multifaceted entertainment event.
Angel Reese’s Involvement: The Chicago Sky forward and WNBA All-Star made history as the first professional athlete to walk the VS runway. Reese debuted in two looks: a hot-pink floral lingerie set with a feathered stole, and another featuring massive angel wings in the “Wings Reveal” segment. Her participation highlighted athleticism and empowerment, tying into the brand’s inclusivity push. Reese described it as “destined,” emphasizing her excitement amid supermodels.
Olympic gymnast Suni Lee joined her in making history as the first major athletes, walking in the Pink segment with sporty-glam outfits.
TWICE’s Performance: The K-pop sensations became the first girl group of their kind to perform at the show, adding global pop flair. Four members—Nayeon, Jihyo, Tzuyu, and Momo—took the stage during the “Class of Pink 2025” segment, performing “This Is For” and “Strategy” from their latest album. Dressed in coordinated black-and-pink lingerie with fur boots and miniskirts, they introduced Pink’s apparel line while models like Suni Lee, Iris Law, Barbie Ferreira, and Lila Moss strutted. This tied into TWICE’s 10th anniversary and world tour, boosting the show’s international appeal. Other performers included Karol G, Madison Beer, and Missy Elliott, rounding out an all-female bill.
Will This Signal a Brand Resurgence?
Time will tell, but the early returns are good. The show definitely generated a ton of buzz. The show generated millions of views and posts, with hashtags like #VSFashionShow trending globally.
By resurrecting the Angels, the brand taps into nostalgia for its peak cultural relevance (viewership once topped 9 million), potentially re-engaging loyal fans while attracting Gen Z through social media buzz. Combining OG Angels with diverse newcomers addresses past criticisms of exclusivity, broadening appeal and signaling adaptability. Analysts note this could help reverse sales declines by merging fantasy with real-world representation.
Some critics argue it’s a superficial fix, but the buzz suggests Victoria’s Secret is reclaiming its throne in the lingerie market.
We’re happy to see the brand return to its roots, and we think a strategy that incorporates the supermodels along with other attractive women with diverse backgrounds and body types makes a lot of sense.
