After a five-year hiatus and a public reckoning over its exclusive image, the Victoria's Secret Fashion Show is returning this fall. The company's strongest comparable-store sales growth in four years coincides with the return of the Victoria's Secret Fashion Show, signaling a pivotal moment for the lingerie giant. Victoria's Secret built its empire on an exclusive, aspirational vision, yet its recent sales resurgence is directly tied to a public embrace of inclusivity and diverse representation. The brand's decision to pivot away from its traditional 'Angel' aesthetic has resonated with a modern consumer base seeking authenticity. Based on its current sales trajectory and strategic brand refresh, Victoria's Secret appears poised to reclaim a significant share of the lingerie market, provided it deepens its commitment to genuine inclusivity across all aspects of its business. The company's comparable-store sales rose 5% in fiscal 2025, according to Business Insider, marking its strongest growth since its split from L Brands in 2021.
The Re-launch's Immediate Impact
The return of the Victoria's Secret Fashion Show has yielded immediate financial gains, with the brand experiencing its best streak of comparable sales growth in four years, according to Glossy. The re-launch also provides a mainstream platform for diverse cultural figures, such as professional athlete Angel Reese and K-pop sensation TWICE, broadening the brand's appeal beyond its former exclusive fantasy. However, A critical tension is highlighted by this shift: while the brand showcases diversity on the runway, product offerings for comprehensive size inclusivity remain limited, with only three bra styles available in 44DD online, according to ramonamag.
The Inclusivity Pivot: A New Face for an Old Brand
Victoria's Secret's embrace of figures like Angel Reese and TWICE marks a fundamental shift in aspirational marketing, proving modern consumers seek relatability and cultural relevance over unattainable fantasy. The pivot away from a singular beauty standard marks a significant departure from the brand's past. Four plus-sized or curve models graced the catwalk, according to ramonamag, a notable increase from zero in 2018. Angel Reese, with over 10 million followers, became the first professional athlete to walk the runway, according to Pulse Advertising. The 2025 show also featured K-pop sensation TWICE as the first K-pop girl group to perform, according to Pulse Advertising. Victoria's Secret's collaborations with diverse figures demonstrate its intent to connect with diverse consumer segments globally, shedding its historically exclusive image for a more accessible form of aspiration.
The brand's immediate sales rebound, marked by 5% comparable-store sales growth in fiscal 2025, according to Business Insider, directly correlates with this visible diversity push. Consumers are rewarding the brand's efforts towards inclusive representation, which demonstrates a clear shift in purchasing drivers. Glossy's report of sales reaching $2.27 billion, up about 8% year over year, further supports this growth. The financial upturn confirms that authenticity in diversity, even if imperfect, is now a direct driver of consumer spending, not just a performative public relations play. Brands that reflect a broader spectrum of beauty and identity are increasingly valued, aligning Victoria's Secret with contemporary cultural values.
Business Impact and Future Challenges: Beyond the Runway
While the brand's financial recovery is evident, its long-term success hinges on addressing product inclusivity gaps. Despite showcasing diversity on the runway, the limited availability of larger bra sizes reveals a critical gap between Victoria's Secret's public image and its product reality. Only three bra styles are available in 44DD online, according to ramonamag, and these larger sizes are often not carried in stores. The disparity risks future backlash if not addressed comprehensively, as consumers expect marketing to align with tangible product availability. Victoria's Secret's journey towards genuine inclusivity remains incomplete without a wider range of sizes and styles readily accessible to all body types. The financial gains provide a strong foundation, but to maintain this trajectory and prevent a perception of tokenism, the company must invest in expanding its product lines to truly serve the diverse customer base it now champions.
The return of the Victoria's Secret Fashion Show, with its renewed focus on diverse representation, could influence other fashion brands to adopt more inclusive marketing and product development strategies. The shift could accelerate a broader industry trend towards celebrating varied body types and cultural identities, potentially increasing demand for diverse models and designers across the fashion sector. The show is expected to follow a digital and content-driven distribution model, similar to "The Tour '23," allowing for global audience reach through streaming platforms and online content.
Victoria's Secret appears poised for sustained market leadership if it can genuinely bridge the gap between its inclusive runway image and its product offerings, ensuring its commitment to diversity extends beyond spectacle to tangible accessibility for all consumers.
