Victoria's Secret 2024: Out of touch or right on trend?
Let me explain what happened for those of you on a different side of social media algorithms. Once a fashion event the size of the Super Bowl, the yearly Victoria's Secret show saw declining views and revenue until 2018, when it was canceled. Multiple factors contributed, from accusations of sexual harassment against top executives to the show’s notorious lack of diversity. Meanwhile, the cultural landscape was shifting: the ideal body type had evolved from "heroin chic" to "Kim Kardashian," and brands were moving to micro-influencers. But Victoria's Secret clung to its conventionally attractive models, glossy TV spots, and... ultimately fell behind.
Fast forward six years, and the brand announced the show's 2024 return. “We’ve read the comments and heard you. The Victoria’s Secret Fashion Show is BACK and will reflect who we are today, plus everything you know and love—the glamour, runway, wings, musical entertainment, and more!” the brand wrote.
This year’s show seemed promising. Older, plus-size, disabled, and transgender models made their debut. Stars from multiple generations—Cher, Tyra Banks, Kate Moss, Adriana Lima, the Hadid sisters, and Ashley Graham—took the stage. But the show flopped. Both die-hard fans and progressive viewers found it disappointing.
Some felt there wasn’t enough diversity on the runway, that the brand still promoted an unrealistic body image, and that it’s generally not good for feminism. Longtime fans thought it was lackluster, too:
“No fantasy bra, one set of big wings… yawn.”
“The outfits are boring. The artists aren’t engaging with the models. The catwalk should be raised. Why are the models lacking energy, even those who have walked for VS for years? Even the former Angels! I don’t get it! The magic isn’t there.”
And they’re not wrong. Models looked stiff, the sets cheap, and the whole production felt like a watered-down homage to the iconic early 2000s shows—times when thunderous energy, intricate costumes, and, yes, wafer-thin models reigned supreme. But while today’s show might look flat in comparison, maybe it’s telling us something about the culture we’re in right now.
It’s strange: just as in 2018, Victoria’s Secret still seems a bit out of sync with the moment. The “Kim Kardashian body” has given way to the “Ozempic body,” and body positivity is slipping from the mainstream. So, when nostalgia rises for those early shows, it makes me wonder if we’re circling back to the same rigid beauty standards we fought to leave behind. Despite all the promises of a fresh start, Victoria’s Secret of 2024 is still playing on our love-hate relationship with beauty ideals.
As we scroll, critique, and crave that fantasy of perfection, we might be seeing the brand’s most strategic move yet—holding up a mirror to our own mixed feelings about beauty and identity.