This annual event transformed the brand from a retailer into a global spectacle, featuring supermodels known as "Angels" such as Cindy Crawford, Naomi Campbell, and later Adriana Lima and Alessandra Ambrosio. This pivot is an attempt to balance the heritage of the brand with the modern consumer's demand for comfort, authenticity, and diversity.
Victoria Secret Rack Design Language and Brand Identity
This focus on delicate materials, such as silk, satin, and Chantilly lace, established a standard for luxurious everyday intimates that many competitors followed. The hyper-sexualized imagery of the fashion show and the rigid beauty standards it promoted were increasingly called out as outdated and harmful.
Today, the conversation around what Victoria’s Secret is known for is more nuanced than ever. While the brand has undergone significant shifts in recent years, its foundational identity is rooted in a particular aesthetic that has defined intimate apparel for generations.
Victoria Secret Rack Design Language and Brand Identity
Recent years have seen the introduction of the VS Collective, a program designed to include a wider range of body types, ethnicities, and gender identities in its marketing. The brand is navigating the challenge of retaining its classic luxury appeal while becoming more inclusive and relevant to a generation that values comfort, sustainability, and realistic representation.
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