In 2024, Victoria’s Secret took a bold step in attempting to reclaim its prominence in fashion by relaunching its iconic lingerie show, which had been suspended since 2018. The hiatus was a response to intense criticism of the brand, accused of perpetuating an exclusionary and outdated beauty standard while the market and audience demanded diversity, inclusion, and authenticity. The return was surrounded by expectations and controversies but also raised questions about how much the company had truly evolved.

For decades, Victoria’s Secret was a powerhouse in the world of intimate apparel. Its annual shows were globally anticipated spectacles, featuring the world’s top models and performances by renowned artists. However, the brand’s success was rooted in a limited vision of beauty: thinness, Eurocentrism, and a sexualized appeal that increasingly clashed with contemporary values.

The brand’s decline became more apparent toward the end of the 2010s. In 2018, an interview with Ed Razek, then chief marketing officer, ignited controversy. When dismissing the inclusion of trans and plus-size models in the lineup, Razek claimed that the show was a "fantasy," not a space for diversity. The backlash was swift and severe, leading to a wave of criticism and boycotts that accelerated Victoria’s Secret's loss of relevance.

Meanwhile, brands like Savage X Fenty, spearheaded by Rihanna, redefined the lingerie market with an inclusive and empowering approach. Its shows celebrated diversity in body types, ethnicities, and genders, directly resonating with an audience hungry for representation. Comparisons to Victoria’s Secret were inevitable and relentless, placing the iconic brand in an uncomfortable position of obsolescence.

The announcement that Victoria’s Secret’s show would return in 2024 generated curiosity and caution. The brand promised renewal, aiming to embrace diversity and reconnect with an audience it had lost over the years. However, the final result was met with mixed reviews.

The inclusion of models like Paloma Elsesser, known for representing bodies outside traditional standards, and Valentina Sampaio, the brand’s first trans model, marked an important step forward. Critics, however, argued that these choices appeared more like public relations efforts than genuine transformation. Most of the lineup still adhered to the brand’s old standards, creating the impression that the change was merely superficial.

The event itself, with references to the 2000s and a simplified production, exuded a nostalgic tone but fell short in terms of innovation. While appealing to some longtime fans, the nostalgia was seen by others as a sign that Victoria’s Secret was still stuck in the past, unable to present something truly new and relevant to contemporary culture.

For Victoria’s Secret to reinvent itself authentically, profound changes are necessary. First, the brand must expand its vision of beauty, celebrating real bodies in all forms, ages, and stories. This effort should go beyond occasional casting choices, permeating all campaigns, collections, and marketing strategies. Moreover, the brand’s communication needs to be transparent and consistent. Symbolic gestures, like including trans and plus-size models, will not suffice unless accompanied by actions that demonstrate a genuine commitment to inclusion. Today’s audience is discerning and can differentiate between marketing stunts and real change.

Another crucial point is sustainability. In a market where consumers are increasingly mindful of brands’ environmental impact, Victoria’s Secret must adopt responsible practices, from material selection to production and product disposal. This is not only an ethical issue but also a strategic imperative to remain relevant.

The return of Victoria’s Secret reflects the power of nostalgia and the struggle of traditional brands to adapt to a rapidly evolving world. It represents a milestone for the fashion industry, highlighting the challenges faced by companies that need to balance their heritage with contemporary demands for inclusion and responsibility.

On the other hand, it also exposes the risks of an approach that fails to evolve deeply. Merely promising change is not enough; it is essential to implement it meaningfully. The 2024 show demonstrated that Victoria’s Secret is still trying to find its footing but needs to act with greater boldness and authenticity to regain public trust.

The year 2025 will be a definitive test for Victoria’s Secret. The brand will need to prove that its promised changes are real and ongoing. This includes broadening diversity in its casting, making its products more accessible to different body types, and creating campaigns that genuinely celebrate all women. Furthermore, the brand is expected to invest in innovation, both in design and communication. Today’s audience values authentic stories, and Victoria’s Secret has the opportunity to rewrite its narrative. By genuinely embracing diversity and sustainability, the company could not only regain its relevance but also become a shining example of transformation in fashion.

However, the competition will remain fierce. Brands like Savage X Fenty will continue leading the market with their inclusive and creative approach, consistently raising the bar for representation and innovation. For Victoria’s Secret, the challenge will not only be to catch up with these brands but to find a way to stand out in an increasingly saturated market.

Victoria’s Secret’s return is a powerful reminder of how iconic brands can become prisoners of their own histories. It underscores the importance of listening to consumers, keeping up with cultural shifts, and acting with authenticity. While the 2024 show was a step in the right direction, it also revealed there is still a long way to go.

If Victoria’s Secret can overcome its challenges and embrace diversity genuinely, it has a chance to regain relevance and inspire a new generation. Otherwise, it risks becoming a symbol of the past, unable to evolve with the new standards of the fashion world.

This transitional moment is not only crucial for the brand but also for the industry as a whole, which is watching closely to see how Victoria’s Secret addresses its shortcomings and opportunities. In a market where authenticity, representation, and responsibility are the new rules, the future of Victoria’s Secret will depend on its ability to truly reinvent itself.