The Rise of a Cultural Phenomenon
Originally launched as a marketing event to promote its lingerie collections, the Victoria’s Secret Fashion Show has transformed into one of the most-watched spectacles in global pop culture. Earlier this week, nearly three million viewers tuned in to catch the 2025 edition a glittering display of glamour, celebrity, and unmistakable spectacle.
Walking the runway were familiar faces like Adriana Lima, Gisele Bündchen, and sisters Gigi and Bella Hadid, each donning the brand’s signature bejeweled lingerie and dramatic wings. Satin corsets, rhinestone bodysuits, and crystal embellishments filled the catwalk, channeling the glossy, fantasy-driven image that has defined Victoria’s Secret for decades.
The show blended sensuality with theatricality in a way few brands can rival. Each look was a performance backed by bold lighting, oversized jewelry, and glossy makeup that reflected an unapologetically glam aesthetic.
Breaking Barriers: 2025’s New Faces and Voices
This year’s production stood out not only for its stunning visuals but also for its groundbreaking inclusivity. For the first time, a professional athlete, WNBA star Angel Reese, graced the runway in a custom floral lingerie set adorned with feathered wings.
Adding to the global appeal, K-Pop icons TWICE delivered the show’s first-ever Korean performance, while Latin sensation Karol G made history with the first Latina headlining act. Together, they signaled the brand’s evolving approach to diversity and its intent to resonate with younger, international fans.
The Show that Defied Fashion’s Rules
While debates around body positivity and inclusivity continue to shape modern fashion, the Victoria’s Secret spectacle remains unapologetically committed to its hyper-stylized image of beauty. Despite critiques, the show continues to pull in millions of viewers and major sponsors each year.
What began as a modest marketing initiative has evolved into a multi-million-dollar production, merging retail, entertainment, and cultural fantasy. Its success lies in combining American showmanship with consistent branding something European fashion weeks rarely replicate.
From Marketing to Global Stage
When Victoria’s Secret first staged its fashion show in 1995, it was a simple strategy to promote its sleepwear and lingerie lines. But rather than adopting the subtle elegance of Paris or Milan, it turned its runway into a performance space part concert, part fantasy.
The introduction of the “Angels” in the late 1990s cemented the show’s legacy. Adorned with crystal wings and cinematic lighting, these models became household names, transforming lingerie marketing into star-making storytelling.
By 2001, the show had moved to American network television, pairing supermodels like Tyra Banks and Gisele Bündchen with pop icons such as Justin Timberlake and Taylor Swift. The result? Fashion became mass entertainment.
While Paris and Milan appeal to insiders and critics, Victoria’s Secret has always spoken directly to consumers, turning aspiration into accessibility.
The Numbers Behind the Spectacle
- 2025 Viewership: Nearly 3 million live viewers worldwide
- Peak Year (2014): Over 9 million U.S. viewers across nearly 200 countries
- Market Cap (as of Oct 2025): Approx. $2.42 billion USD
- Gross Margin: Around 36%, reflecting strong brand recovery
Even after its cancellation in 2019 due to inclusivity controversies, the brand’s revival in 2024 and 2025 proves its staying power in a changing media landscape.
Glamour, Accessibility, and Legacy
Where European luxury houses like Chanel or Dior rely on exclusivity and heritage, Victoria’s Secret thrives on accessibility and performance. The brand has never aimed to intimidate; it aims to entertain.
By fusing high fashion with pop culture, the lingerie giant turned what could have been a niche retail event into an international phenomenon a dazzling, televised dream that continues to blend glitz, glitter, and global fandom.
