Victoria Secret 2025: The Comeback

📉 Victoria Secret: From Fantasy to Fallout

For years, Victoria’s Secret was untouchable.

In 2016, it dominated nearly 32% of the U.S. lingerie market, generating over $7.7B in annual sales.

Then the brand collapsed — fast.
By 2019, market share had dropped below 12%, sales were down $2.5B, and the once-famous runway show was canceled.

Critics accused the company of being out of touch with the new generation of women who valued diversity, authenticity, and inclusivity.

The Angels era — all glamour and exclusivity — no longer resonated.

For more details on their growth trajectory and revenue metrics – check here.

Or this great article on the top 5 women’s underwear brands losing market share.

🔁 The Turning Point: The “Tour 23” Experiment

In 2023, Victoria’s Secret took a bold step back into the spotlight with The Tour ’23 — a documentary-style special on Prime.

Video featuring global creators, designers, and storytellers instead of supermodels.

The message was clear:

“We’re not just showing fashion. We’re showing the women behind it.”

That move didn’t just reframe the brand — it reintroduced Victoria’s Secret to Gen Z and millennials who had written it off.

💥 Victoria’s Secret 2025: The Creator-Era Comeback

The 2025 Victoria’s Secret Fashion Show, held on October 15, 2025 at Steiner Studios in New York, marked the full rebirth.

This wasn’t a return to the old formula — it was a creator-first media event streamed everywhere:

Prime Video, Amazon Live, YouTube, TikTok, and Instagram Live.

📺 Where to Watch

You can still rewatch the full show on Prime Video or find official highlight clips across TikTok and YouTube using #VSTour2025 (already topping 300M views).

🧩 Five Strategies Behind Victoria’s Secret’s Reinvention

1️⃣ Stream Everywhere — Not Just on TV

In 2025, Victoria’s Secret scrapped exclusivity for accessibility.

The show was live-streamed on Prime Video, YouTube, TikTok, and Instagram Live, letting fans worldwide join in real time.

This decentralized distribution created a flood of UGC — reactions, edits, and commentary — turning every viewer into a micro-broadcaster.

 

 

💡 Lesson for marketers:
Don’t gate your biggest brand moments. Multiply them. Stream where your audience already is.

2️⃣ Build for Creator Capture

Every frame of the show was built to be filmed and shared.

Pre-cleared audio tracks, backstage media zones, and “shop-the-runway” integrations empowered creators to publish instantly.

Even Victoria’s Secret’s official TikTok focused on behind-the-scenes creator content — showing Angel Reese and Quenlin Blackwell’s reactions post-show, which generated millions of organic views:

https://www.tiktok.com/@victoriassecret/video/7561581359643315469?lang=en

💡 Lesson:
The new rule of content? Design it for remix, not replay.

3️⃣ Cast for Communities, Not Categories

The 2025 cast reflected every corner of culture — from sports to social media to film.

• Angel Reese (WNBA) bridged sports and fashion audiences.

• Suni Lee (Olympic gymnast) walked for VS Pink, connecting to younger fans.

• Quenlin Blackwell (TikTok) brought Gen Z energy and viral visibility.

• Barbie Ferreira (Euphoria) embodied the brand’s inclusivity pivot.

💡 Lesson:
Your audience doesn’t fit into one demo anymore. Cast people who build community, not just followers.

4️⃣ Turn Events Into Always-On Systems

After the show, Victoria’s Secret didn’t let momentum fade.

Through its open Content Creator Program — available to anyone with 2,000+ followers — creators can share reviews, hauls, and affiliate links all year long.

This turned one tentpole event into a sustained content engine.

💡 Lesson:
Build a system, not a spike. Creators should fuel your marketing flywheel year-round.

5️⃣ Make Inclusivity a Performance Metric

The 2025 show wasn’t just diverse — it was measurable.

According to Traackr, Victoria’s Secret’s audience sentiment shifted from 44% positive in 2018 to 72% positive in 2025, largely driven by inclusive casting and authentic storytelling-

The campaign’s core line — “Every Body is Runway Ready” — generated record saves and shares across Instagram and TikTok.

💡 Lesson:
Representation isn’t charity. It’s good business.

📊 The Results

The results spoke for themselves.
According to Traackr and Vogue Business, the 2024 show already activated over 2,000 creators, generating 66 million engagements and 414 million video views across platforms.

In 2025, Victoria’s Secret scaled that playbook and probably did better! Let’s wait for the numbers.

💬 What Marketers Can Learn

1. Stop buying attention — design for participation.
Victoria’s Secret made creators part of the story.

2. Distribute across culture, not channels.
From Amazon Live to TikTok, they met audiences where they scroll.

3. Invest in systems, not spikes.
The Creator Program keeps content flowing between tentpoles.

4. Link culture to commerce.
Shoppable livestreams turn hype into transactions — the blueprint for DTC growth.

🔎 Related Questions

When is the Victoria’s Secret Fashion Show 2025?
➡ October 15, 2025 — Steiner Studios, New York

Where to watch it?
➡ Streaming on Prime Video, with highlight clips on TikTok and YouTube.

When is the Semi-Annual Sale 2025?
➡ Summer Sale: June 14 – July 15 | Winter Sale: Dec 26 – Jan 20 2026

⚡ Final Takeaway

Victoria’s Secret didn’t just “come back” — it rebuilt its business model for the creator economy.

By merging live entertainment, influencer content, and inclusive casting, the brand regained cultural traction — and proved that authenticity sells as much as aspiration.

For marketers, it’s the perfect blueprint:

The future of influence isn’t about being seen — it’s about being shared.