Victoria’s Secret Lost Its Wings?
Victoria’s Secret is in an identity crisis, a brand once built on fantasy that now feels caught between nostalgia and relevance.
For decades, the Victoria’s Secret Fashion Show symbolized a very specific version of beauty: tall, flawless Angels walking glittering runways designed to make women aspire to be like them. But as culture shifted toward body positivity, inclusivity, and authenticity, that ideal began to feel dated, even alienating.
Last night’s show made that tension hard to miss. As The Washington Post put it, “Victoria’s Secret learned its lesson a few years too late,” describing a brand that feels uncertain about its identity, still trying to revive an image the world has already moved on from. The production was beautiful, the lighting, choreography, and iconic wings, but it also felt conflicted. It was as if Victoria’s Secret was performing change instead of actually living it. The inclusion of plus-size, trans, and even pregnant models should’ve been powerful. But without depth or a clear message, it came off as symbolic rather than sincere.
People noticed, and of course, they took it to social media. The reaction said it all. Some viewers celebrated the diversity and nostalgia, while others called it forced, out of touch, or too little, too late. One comment summed it up perfectly: “It’s not empowerment if it still feels performative.”
As a marketer and consumer behavior researcher, I find the contrast with SKIMS hard to ignore. Founded by Kim Kardashian, SKIMS has completely redefined what sexy means, focusing on comfort, confidence, and self-acceptance instead of perfection. Where Victoria’s Secret once said, look like her, SKIMS says, feel like you. Inclusivity wasn’t an afterthought for SKIMS; it was the starting point. The brand made all body types feel normal, not exceptional. Its tone, soft colors, and real bodies in everyday moments replaced spectacle with intimacy. The emotional promise of SKIMS is belonging, while Victoria’s Secret’s old promise of aspiration no longer resonates in a culture that values feeling good over looking perfect.
Right now, Victoria’s Secret feels caught in the middle. When the brand brought back the Angels, people called it outdated. When it embraced inclusivity, others said it felt performative. No matter what direction it takes, it comes across as reactive and chasing culture instead of shaping it.
And maybe that’s the real takeaway. While Victoria’s Secret hesitated to evolve, SKIMS saw the gap and filled it, redefining what sexy means for a new generation.
Dania Khalife
