When Victoria's Secret revived its iconic runway in October 2024, the fashion world collectively held its breath. The event unfolded at New York City's historic Cipriani, marking the brand's first televised show since the 2017 broadcast. Headlined by sisters Gigi Hadid and Bella Hadid, the revival promised glitter, glamour, and the infamous angel wings that have defined the spectacle for decades. Why it matters: after a five‑year hiatus spurred by protests, declining viewership, and a cultural reckoning over body image, the comeback tests whether the show can reclaim its place in pop culture.
Historical Roots: From a Private Showcase to a Global Phenomenon
The inaugural gathering took place on the eve of Valentine’s Day in 1995 at The Plaza Hotel in Manhattan. It wasn’t televised; instead, a handful of buyers and socialites watched as Stephanie Seymour fronted the runway, flanked by models Beverly Peele and Frederique van der Wal in satin skirts and sheer robes. Within a year, the show burst onto cable TV, drawing an estimated 20 million viewers for its 1996 edition.
That same year, the first Fantasy Bra made its debut, a $2 million jeweled piece modeled by German supermodel Claudia Schiffer in print ads. The concept evolved into a yearly extravaganza, with the 1998 launch of the now‑iconic angel wings when American supermodel Tyra Banks strutted down the catwalk, cementing a visual signature that would persist for two decades.
Rise to Global Spectacle: Supermodels, Music, and Mega‑Bras
The turn of the millennium saw the show become a cultural touchstone. In 1999, a nineteen‑year‑old Brazilian Gisele Bündchen walked her first Victoria’s Secret runway, later recalling in her memoir that the contract “made up the majority of my income at the time.” She stayed on as an Angel until 2006, when she admitted her heart was no longer in the brand.
By 2012 the Fantasy Bra had reached $15 million, famously worn by Gisele herself (dubbed the “Giselle” Bra). The show also featured headline musical acts – from Beyoncé to The Weeknd – turning each episode into a primetime entertainment event. Yet behind the glitter, critics began to question the brand’s stance on body inclusivity, leading to growing public scrutiny.
Controversies and Hiatus: From PETA Protests to Cancellation
Between 2018 and 2023, the show was shelved. Animal‑rights group PETA staged protests outside the brand’s flagship stores, targeting the use of fur and animal prints. Simultaneously, social media amplified calls for more diverse body representation, pointing to the narrow standards perpetuated by the runway. In 2019, former Angel Alessandra Ambrosio announced her retirement, noting that “the industry was changing faster than we could keep up.” The brand’s parent company, L Brands (now RDR Gold), decided to pause the televised productions while re‑evaluating its marketing strategy.
During the hiatus, the company shifted focus to its e‑commerce platform and introduced the “Angel Body” line, seeking to broaden its sizing range. Yet the absence of the runway left a cultural void; Nielsen ratings showed a 12% dip in fashion‑related viewership across cable networks in the same period.
2024 Return and Highlights: A Night of Nostalgia and New Direction
The October 2024 revival was billed as “a love letter to the past with an eye on the future.” Gigi Hadid opened the show in a sequined pink bodysuit, while Bella followed in a soft‑gold ensemble featuring the newly designed 2024 Fantasy Bra – a $10 million piece encrusted with sapphires and emeralds. The runway buzzed with whispers about the return of the classic angel wings, which indeed re‑appeared on models like Adriana Lima and Lily Aldridge (making a surprise guest appearance).
One of the most talked‑about moments occurred when Bella’s ex‑boyfriend, Canadian singer The Weeknd, joined the stage for a live performance of “Blinding Lights,” turning the runway into a concert hall for a brief, electrifying interlude. In an interview after the show, spokesperson Jennifer Goubard said, “We listened to our community, expanded our size range to 2X‑4X, and this night proves we can honor tradition while embracing change.”
Attendance numbers were impressive: over 15,000 guests filled Cipriani’s ballroom, and the televised broadcast peaked at 8.5 million viewers in the United States, a respectable rebound after the years of absence.
Cultural Impact and Future Outlook
Beyond the spectacle, the show’s return signals a broader shift in the fashion industry. Analysts at Bloomberg note that the re‑introduction of the runway could boost Victoria’s Secret’s quarterly revenue by an estimated 4–5%, driven by heightened brand visibility and renewed consumer interest. Yet the brand still faces challenges: ongoing debates about inclusivity, the rise of sustainable fashion, and competition from digital‑first loungewear labels.
Looking ahead, the next show is slated for late 2025, with insiders suggesting a hybrid format – part live event, part streamed‑only experience – to capture both traditional TV audiences and younger viewers on platforms like TikTok and Instagram. If the brand can sustain the momentum while staying attuned to cultural expectations, the Victoria’s Secret Fashion Show may once again become an annual touchstone of pop culture.
Frequently Asked Questions
Why was the Victoria's Secret Fashion Show canceled from 2018 to 2023?
The show was halted amid mounting criticism over its narrow body standards, animal‑rights protests by groups like PETA, and falling television ratings. The brand opted to pause the televised event while revamping its product lines and messaging.
How did the 2024 show differ from earlier editions?
The 2024 revival expanded size options up to 4X, featured a $10 million Fantasy Bra, re‑introduced angel wings, and incorporated a live music performance by The Weeknd. It also emphasized sustainability, with many looks made from recycled fabrics.
What impact did the show have on Victoria's Secret's sales?
Bloomberg analysts project a 4–5% revenue boost in the quarter following the broadcast, driven by heightened brand visibility and a spike in online traffic to the company’s e‑commerce site.
Who were the headline models for the 2024 event?
American supermodels Gigi Hadid and Bella Hadid headlined the show, walking the finale together in matching couture.
What does the future hold for the Victoria's Secret Fashion Show?
Industry insiders expect a hybrid format in 2025, blending live spectacle with streaming‑first content to reach both TV audiences and Gen‑Z viewers on social platforms, while the brand continues to broaden its size range and sustainability efforts.
