The Evolution of Victoria's Secret: From Lingerie to Empowerment

Victoria's Secret was founded in 1977 by Roy Raymond, who envisioned a comfortable shopping experience for men seeking lingerie for their partners. The brand quickly became known for its glamorous marketing campaigns and high-profile fashion shows featuring 'Angels' like Tyra Banks and Gigi Hadid, epitomizing a specific, often narrow, standard of beauty. For decades, the brand's advertising emphasized a fantasy of femininity that revolved around unattainable ideals, accentuating slim bodies and an almost hyper-sexualized aesthetic. While this approach garnered massive popularity and financial success, it also drew criticism for its lack of inclusivity and representation.

Cultural Shifts and Consumer Demand

As societal attitudes toward beauty evolved, so did consumer expectations. The rise of social media platforms like Instagram and TikTok has democratized beauty standards, allowing individuals from all walks of life to share their stories and redefine what it means to be beautiful. Movements advocating for body positivity, inclusivity, and diversity gained momentum, prompting both consumers and brands to reevaluate their values. In this context, Victoria's Secret faced mounting pressure to adapt or risk becoming irrelevant. The #MeToo movement and the growing awareness of issues related to body image have further influenced public perception. As women began to speak out against unrealistic beauty standards perpetuated by the fashion industry, brands that clung to outdated ideals found themselves increasingly criticized. Victoria's Secret, once a titan of lingerie, needed to respond to this changing landscape or risk losing its market share.

The Turn Towards Empowerment

In response to these changing tides, Victoria's Secret began to pivot its messaging. In 2020, the brand announced significant changes, including the cancellation of its annual fashion show, which had long been a staple of its marketing strategy. Instead, the company embraced a new vision that emphasized empowerment and authenticity. Collaborations with diverse models and influencers, such as Megan Rapinoe and Paloma Elsesser, marked a shift toward inclusivity. The brand's marketing campaigns began featuring a broader range of body types, ethnicities, and gender identities, reflecting a more realistic portrayal of womanhood. This pivot was not merely cosmetic but signified a fundamental change in how the brand wanted to be perceived. Victoria's Secret recognized that empowerment is not solely about selling products but about fostering a sense of community and belonging among women. The company's new approach aligns with the values of a generation that prioritizes authenticity and self-expression over unattainable ideals.

Supporting Examples and Evidence

A notable example of this shift can be seen in the brand’s “The VS Collective,” launched in 2021. This initiative brought together a group of women who embody different aspects of empowerment and positivity, including athletes, activists, and artists. By featuring these women in campaigns, Victoria's Secret seeks to tell stories that resonate with a wider audience, demonstrating that empowerment is not a one-size-fits-all approach. This initiative illustrates how the brand is making a concerted effort to move beyond traditional marketing tactics and engage with its customers on a deeper level. Moreover, the brand has also taken steps to address its sustainability practices, recognizing that modern consumers are increasingly eco-conscious. By incorporating eco-friendly materials and ethical production processes, Victoria's Secret aims to align itself with the values of a new generation that prioritizes both style and responsibility. The shift toward sustainability is not just a trend; it reflects a growing expectation that brands take responsibility for their environmental impact.