Can Nostalgia Really Save Victoria's Secret?

After years of anticipation, the Victoria’s Secret Fashion Show made its long-awaited return, sending fans into a frenzy.

Before this years show, 2018 was the last time the Victoria's Secret Fashion Show took place. After a 6 year hiatus form its continuous run from 1995, it seems the creators of the show are harping on nostalgia to save the fantasy.

With years of absence, there was immense hype and excitement surrounding the comeback of the dreamlike show that had become synonymous with glowing supermodels—icons who people have been trying to replicate for years.

Think of the 'doing my makeup like a Victoria Secret Angel' trend that dominated social media. Naturally, expectations were sky-high. Fans were ready to relive the magic.

Instagram/ @giorginajuanita

From the moment guests stepped onto the pink carpet and into the glowing arena, it felt like a nostalgic trip back to the heyday of the brand’s iconic shows. The lights dimmed, and Tyra Banks' familiar voice echoed, kicking off the spectacle: “Hello, beautiful people, and welcome to the Victoria's Secret Fashion Show.” With those words, the brand's signature wings, glittering lingerie, and iconic supermodels strutted back into the spotlight, along with a surprise mini-concert by Cher.

This marked the first return of the Victoria’s Secret Fashion Show in six years, promising the glitz and glamour that had made it a cultural phenomenon in the early 2000s. But this time, there were changes—a response to past controversies involving the brand’s founder Les Wexner’s ties to Jeffrey Epstein and former chief marketing officer Ed Razek’s derogatory comments about the inclusion of trans and plus-size models.

Banks made it clear from the start that this wasn’t just a fashion show—it was an “undeniable celebration of women.”

The 2024 show featured a diverse lineup of 52 models from 25 countries, showcasing not just the taller-than-tall Angels, but also an inclusive range of women. The show aired live from Brooklyn, New York, via Amazon Prime, ditching the pre-recorded format of the past. The collections themselves reflected a shift as well, with more wearable designs, crafted in collaboration with Emmanuelle Alt, Zady, and Joseph Altuzarra. “We want this show to reflect the women we serve today,” said Victoria's Secret’s chief creative officer, Janie Schaffer, in an email to InStyle.

But this isn’t the first time Victoria’s Secret has attempted a reinvention. After the brand’s major fallout in 2019, they’ve been trying to find their footing. The introduction of the VS Collective in 2021—featuring figures like Megan Rapinoe, Paloma Elsesser, and Priyanka Chopra Jonas—was an effort to pivot away from the traditional Angel imagery. The launch of an adaptive intimates line was another move towards inclusivity.

In 2023, the Victoria’s Secret Tour, a hybrid documentary and fashion show, teased a new direction, featuring a diverse range of models, including familiar faces like Adriana Lima and Candice Swanepoel.

This return to the in-person runway wasn’t without its nod to the past, though. While the show signaled a fresh start, it was also a revival of the brand’s original allure. VS brought back the fan-favorite wings—though this time, 3D-printed and feather-free—and former Angels like Doutzen Kroes, Alessandra Ambrosio, and Behati Prinsloo.

However, the casting included more inclusive representation, such as trans models Alex Consani and Valentina Sampaio and plus-size star Ashley Graham. In a move that sparked excitement, both Kate Moss and Carla Bruni made their Victoria’s Secret runway debuts, further pushing the boundaries of age inclusion.

Instagram/ @ashleygraham

Still, despite these changes, some felt the show didn’t entirely hit the way it once did. While the nostalgia resonated with many, there were murmurs from viewers that the event didn’t quite live up to expectations. After the show, some fans took to social media, expressing that, despite the excitement, the magic wasn’t the same. The event may have looked and sounded like the Victoria’s Secret Fashion Show of the past, but it didn’t completely deliver the same impact.

That said, the show did manage to boost interest. According to fashion data analysis from Data But Make It Fashion, Victoria's Secret’s popularity spiked by 13 percent in the hours following the live stream. However, some critics argue that the brand’s heavy reliance on nostalgia could backfire, giving the impression that their best days are behind them.

Looking ahead, Victoria’s Secret seems aware that they need to continue evolving. While the 2024 fashion show was a step in the right direction, there’s still more to do, particularly in widening the range of body types represented on the runway. For the brand to truly thrive, it will need to expand its understanding of beauty beyond its established ideals.

The fashion show felt like a blast from the past, with moments that rekindled memories of the brand’s golden era. Fans danced along to Cher and cheered for supermodels like Tyra Banks and Adriana Lima. Yet, the question remains—can Victoria’s Secret rely on nostalgia alone, or is there more to be done to reclaim its cultural relevance in a rapidly changing world?