After reigning for years as the world’s most recognized lingerie brand, Victoria’s Secret faced a rapid decline in the late 2010s. Once synonymous with glamorous supermodels, opulent runway shows, and a narrow, fantasy-driven beauty standard, the brand found itself out of touch in a new era. By 2019, Victoria’s Secret was at a crossroads as the public’s perception of beauty and empowerment evolved. Consumers began to criticize the brand’s unrealistic portrayal of womanhood, its lack of body diversity, and its outdated marketing approach. Coupled with internal controversies, declining sales, and decreasing viewership of its iconic fashion show, it was clear that a major shift was needed to stay relevant.

In 2020, new leadership brought a fresh vision, focusing on inclusivity, authenticity, and a broader definition of beauty that better reflects modern values. A groundbreaking move introduced the “VS Collective,” a group of diverse and inspiring ambassadors such as Priyanka Chopra Jonas, Megan Rapinoe, and Valentina Sampaio. This lineup broke from the traditional “Angel” supermodels and ushered in role models who embody various aspects of empowerment, from athleticism to activism.

Victoria’s Secret’s reimagined fashion show now celebrates individuality, focusing on the unique stories of women rather than high-pressure runway perfection. Product lines have expanded to include a wider range of sizes and designs catering to different body types, along with maternity and mastectomy bras, embracing the real-life needs of women from all walks of life. Marketing, too, has shifted from glamorized ideals to relatable, empowering content that connects with women of diverse backgrounds.

The brand’s journey toward transparency and sustainability has also been crucial to its resurgence, with a commitment to eco-conscious practices, ethical manufacturing, and open communication with consumers. While challenges remain, this transformative era has positioned Victoria’s Secret not just to regain relevance but to help redefine beauty standards within the fashion industry. With a fresh focus on inclusivity and empowerment, the brand is crafting a legacy that celebrates the beauty, strength, and diversity of all women—perfectly in step with the values of today’s fashion world.