The Victoria’s Secret fashion show, which used to be an annual event, was last held in 2018. Considered an extravaganza of beautiful women, the show was broadcast in more than 100 countries and eventually became more and more absurd. However, the emergence of the #MeToo movement led to its cancellation and left the company realizing how out of touch it had become with women’s perception of themselves.
In an effort to rebrand, Victoria’s Secret retired its signature angels and replaced them with the VS Collective, a group of diverse women with notable accomplishments. The company made a bold statement by announcing its intention to be the world’s leading advocate for women. And now, after a long hiatus, Victoria’s Secret has brought back the show, albeit in a different format.
The event featured a pink carpet outside the Manhattan Center in New York City, with celebrities like Priyanka Chopra Jonas and models posing for photographers. Inside, there was champagne and a pink ambiance. Famous figures like Naomi Campbell and Gigi Hadid were present, but instead of the traditional runway, the show took a different approach.
Naomi Campbell recited a poem by Eloghosa Osunde, while Doechii performed alongside Goyo, a singer from Bogotá. The show also featured a special circular room displaying the iconic wings, which attracted a line of guests eager to take selfies. Gigi Hadid introduced the main event, a 12-minute trailer for a one-and-a-half-hour film called “The Victoria’s Secret World Tour,” which will be released on Amazon Prime on September 26th.
The film showcases the work of a new generation of creatives from Lagos, London, Bogotá, and Tokyo, aiming to portray a transformed Victoria’s Secret. The brand’s chief creative director, Raul Martinez, stated that the film represents a new narrative that acknowledges the company’s past while speaking to the present.
The film is a combination of fashion shows filmed in Barcelona, featuring different designers from around the world, and documentaries about projects from women in each city. These projects reflect on the meaning of being a woman and the complexity of the female body. They are not intended for commercial use, reinforcing Victoria’s Secret’s desire to provide a platform for women without seeking any financial gain.
While the film is an ambitious project that introduces new talents and challenges traditional notions of beauty, it may lack a clear direction. In trying to cater to a diverse range of voices, Victoria’s Secret runs the risk of losing a coherent point of view. As a brand that primarily sells intimate apparel, it needs to go beyond merely stating that it supports women and offer a distinct perspective on what women truly need.
Nevertheless, some parts of the film stand out, such as Jenny Fax’s creative use of thermoplastic polyurethane and Michaela Stark’s provocative exploration of Victoria’s Secret’s history. These segments challenge the brand’s past and transform it into something fresh and exciting.
In conclusion, Victoria’s Secret’s attempt at rebranding through “The Victoria’s Secret World Tour” film is a mix of creativity and logistical challenges. While it showcases diverse talents and aims to redefine Victoria’s Secret’s image, it may struggle to establish a clear identity and point of view. Only time will tell if this reinvention will resonate with women and successfully position Victoria’s Secret as a champion for women’s empowerment.
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