Modernization and Rebranding Efforts. The culturally significant Fashion Show, once a pinnacle of television viewing, saw declining ratings and growing criticism for its narrow definition of beauty.
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The Super Bowl and Cultural Domination The 1990s marked the decade of true cultural saturation. The launch of the Victoria's Secret Fashion Show in 1995 was the ultimate expression of this strategy.
Simultaneously, the brand's image began to face scrutiny. The fantasy-centric marketing that had long been its strength was increasingly criticized for promoting unrealistic beauty standards and excluding the diversity of real women's bodies.
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Transforming a simple fashion show into a global television spectacular, it featured supermodels like Cindy Crawford, Naomi Campbell, and later Adriana Lima, performing in elaborate sets and fantasy themes. While the brand had long used sophisticated advertising, it was the decision to air its first Super Bowl commercial in 1999 that catapulted it into the national spotlight.
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