The name “Victoria’s Secret” is a nod to the Victorian era, a time marked by refined aesthetics and strict societal norms. When Roy Raymond launched the lingerie brand in 1977, he set out to create an image that embodied these values. His annual fashion show oozed opulence and exclusivity, featuring Fantasy Bras bedazzled with thousands of diamonds worth up to $15 million, extravagant wings that doubled models’ heights and a troupe of thin supermodels blowing kisses to star-studded audiences.
The brand thrived until allegations of a toxic work environment surfaced, and the company lost favor with consumers for promoting a narrow standard of beauty that was out of step with evolving societal norms. Despite a series of missteps, Victoria’s Secret is actively working to address criticism by embracing diversity in its advertising campaigns and corporate culture. The company also is expanding its product lines to include plus-sized clothing, and introducing sustainable and ethical sourcing practices.
However, the company is still struggling to find the right balance between glitz and glamour and a more inclusive image, which may be why the latest Victoria’s Secret fashion show was such a letdown. The show was canceled in 2018, but last year, the company’s parent company, L Brands, attempted to revive it by debuting a documentary film narrated by Gigi Hadid that featured the brand’s contract angels (models such as Kendall Jenner, Gigi Hadid, Naomi Campbell and Quannah Chasinghorse).
Nevertheless, many fans were disappointed with the show’s return. Many pointed out that the lack of male performers made it seem like a vanity project for the brand, and that removing the male gaze wasn’t enough to make up for the missteps of past shows. The show was rife with body-shaming, and critics pointed to the use of “toxic sex” imagery as a continued reminder of the company’s misogynistic roots.
As the body positivity movement continues to gain traction, Victoria’s Secret faces mounting pressure to expand its definition of beauty and include more diverse models. The company has taken steps to embrace inclusivity by adding plus-sized and transgender models to its advertisements, but it remains to be seen whether the lingerie brand will be able to successfully navigate the shifting landscape of consumer demands and regain its reputation for representing a narrow standard of beauty.
According to Julie Oxberry, CEO of Household’s PR and Marketing Group, Victoria’s Secret could improve its image by taking a more authentic approach to the design and production of its products. She adds that the brand can continue to offer a sense of fun and glamor, but it needs to do so in a way that is emotionally and visually meaningful. She advises the brand to “give its marketing team some wings” and to develop a more inclusive and contemporary identity that will resonate with consumers. If the brand can achieve this, it might be able to put its past troubles behind it. Then it will be able to focus on the future of retail and its place in an increasingly digital and inclusive world.