Victoria's Secret Fashion Show 2025
Victoria's Secret Fashion Show 2025
INTRODUCTION
The return of the Victoria's Secret Fashion Show in 2025
marks an important milestone for this iconic brand. It is not just about coming
back with more glamour, wings, and catwalks, but doing so with an awareness of
the new social and media context.
For years, the show was linked to fantasy and traditional
standards, which many people praised and others criticized for its lack of
diversity and realism.
In 2025, the organization has presented a much more revamped
marketing strategy, combining the show with other types of music and narratives
of inclusion to connect with a broader and more demanding audience.
This blog aims to analyze how its marketing strategy has
worked this year, the tactics it uses, and the messages it sends to see how
effective its commitment to inclusion is.
DEVELOPMENT
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The context relaunch and marketing strategy
After a five-year hiatus from fashion shows and a
significant decline in relevance, the brand faced the need to reinvent itself.
It understood what viewers wanted and created stories, experiences, and
connections with them, not just the idea of selling products.
This year, the show had several key points in its strategy.
First, the narrative of inclusion and diversity. This
edition included models from different ethnic, body, and professional
backgrounds. For example, there was a commitment to Latin and African-American
visibility. This strengthens the connection with global audiences.
Second, the experiences and media spectacle. It is not just
a catwalk, but an event that combines music, pop culture, and entertainment on
a global level. According to several media outlets, this show was a marketing
formula that transcends lingerie.
Third, the reaffirmation of the brand and its contemporary
relevance. It maintains Victoria's Secret's heritage of “angel” wings and
glamour but reinterprets it for a generation that prioritizes representation,
authenticity, and values.
Fourth, global and cultural segmentation. The presence of
artists from different regions, such as Latin artist Karol G, K-pop, etc.,
indicates a strategy to reach markets beyond the United States and connect with
younger audiences.
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The inclusion of new body types
Inclusion can be interpreted in many ways, from size and age
to ethnic origins and professional backgrounds. This fashion show attempted to
reflect all these nuances in its selection of candidates.
The diversity of body types and cultural roots was evident
in the inclusion of curvy model Yumi Nu, of Japanese and Dutch descent, who
joined the show as one of its new faces. Her participation symbolizes
Victoria's Secret's openness to a broader representation of bodies and
cultures, moving away from the old single ideal of beauty.
New female profiles and role models: in addition to
traditional models, the brand chose to include figures such as basketball star
Angel Reese. With her presence, the show adopted a discourse more closely
linked to empowerment, female strength, and the plurality of roles that can
coexist within contemporary fashion.
Inclusion as a brand strategy: beyond adding different
faces, Victoria's Secret seeks to convey that this new stage is part of its
corporate identity.
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The impact and challenges of the strategy
Victoria's Secret's new marketing strategy and renewed focus
on inclusion have generated visible results, but they also pose a series of
challenges that the brand will have to face in order to consolidate its
transformation.
Advantages
Among the main successes of this new phase for Victoria's
Secret is the way the brand has managed to reconnect with its audience by
showcasing a greater variety of body types, styles, and backgrounds. This
openness has made it more relatable and representative, creating a stronger
emotional connection with those who previously did not feel reflected in its
fashion shows. In addition, the inclusion of artists and models from different
cultures, from K-pop figures to Latin celebrities and athletes, has restored
the brand's media relevance, placing it once again at the center of the
conversation about fashion and pop culture. Overall, this reinvention has
allowed the brand to modernize its image without losing the glamour and essence
that have always distinguished it, proving that a brand can evolve without
giving up its identity.
Challenges
The biggest challenge facing Victoria's Secret is convincing
the public that its new phase is not just a marketing strategy, but a real and
profound change. Many critics point out that inclusion could remain superficial
if it is not backed up by consistent and sustained action over time. The brand
must also find a balance between its classic essence and current values, which
are more closely linked to authenticity and representation. Furthermore,
although the return of the show has generated enthusiasm, some viewers and
media outlets have pointed out flaws in the production and a lack of
consistency at certain moments, reminding us that the way the message is
presented is as important as the message itself.
è Marketing strategies that other
brands can adopt
The 2025 edition leaves several lessons that other brands
can apply. The main thing is to maintain a consistent narrative. It is not
enough to talk about inclusion and diversity; you have to demonstrate it in
every detail, from communication to staging. It also highlights the importance
of combining fashion, pop culture, and entertainment to create experiences that
generate conversation and real connection with the public. In addition,
authentically representing different markets, such as Latin American or Asian,
helps reinforce global identity. Ultimately, the challenge is to make change
feel genuine and not just a simple advertising strategy.
CONCLUSION
The 2025 Victoria's Secret Fashion Show marks a turning
point for a brand that has been at the center of controversy for years. This
comeback not only seeks to recapture the spectacle of its early days, but also
to show that Victoria's Secret has learned to read the signs of the times. Its
commitment to inclusion, diversity, and a more emotional connection with the
public reflects a genuine attempt to modernize its identity. Even so, the brand
faces the challenge of sustaining this transformation and convincing the audience
that this is not just an aesthetic change, but a genuine evolution.
In this new phase, the show is opening up to more types of
beauty and different cultural references, making it more accessible even to
those who were never fans of the event. If it manages to maintain this
consistency and continue to grow from a place of honesty, Victoria's Secret
could go from being a symbol of unattainable fantasy to becoming a platform
that celebrates diversity and representation. More than just a fashion show,
the 2025 show serves as a reminder that the brands that endure are those that
dare to change.
*A BRIEF
COMPARISON BETWEEN THE PREVIOUS VICTORIA'S SECRET FASHION SHOW BLOG AND THIS
ONE *
Compared to this blog, which analyzes the return of the 2025
Victoria's Secret Fashion Show from a more strategic and marketing-focused
perspective, the text “The return of Victoria's Secret: a reinvented dream”
takes a much more emotional and personal approach. While this blog discusses
inclusion and diversity as part of a brand repositioning strategy, the other
text focuses on nostalgia, feelings, and the cultural impact of the fashion
show. Ultimately, both agree that Victoria's Secret needed to reinvent itself,
but each interprets this from a different perspective: this text does so from
the standpoint of analysis and communication, and the other from the standpoint
of emotion and the viewer's experience.
REFERENCES:
https://www.brandvm.com/post/victorias-secret-marketing
https://www.pulse-advertising.com/resources/social-media-news/victorias-secret-fashion-show-2025/
https://www.elindependiente.com/tendencias/2025/10/16/victoria-secret-fashion-show/#google_vignette
https://www.clickanalytic.com/es/victoria-secret-2025-creator-comeback/
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