Victoria’s Secret Runway Revival: How Gen Z is Reclaiming the Angels

Victoria’s Secret is attempting a remarkable turnaround, betting that a new generation, unburdened by the body image concerns of the past, is ready to embrace the spectacle and glamour of its famously glittering runway shows. The company, once synonymous with a narrow definition of beauty, is recalibrating its brand identity under the leadership of CEO Hillary Super, aiming to reclaim cultural relevance and revitalize sales.

Super, who joined Victoria’s Secret in the fall of 2024 after previously leading Anthropologie and Savage X Fenty, has spearheaded a significant shift in strategy. This includes the revival of the fashion show, which had been cancelled in 2019 amid declining viewership and mounting criticism. The October 2025 show, held at Brooklyn’s Steiner Studios, marked a deliberate departure from the brand’s past, featuring a diverse cast of models and celebrating a wider range of body types.

The core of Victoria’s Secret’s challenge stemmed from a failure to evolve with changing societal norms. For years, the brand faced scrutiny for showcasing predominantly thin, white supermodels, perpetuating unrealistic beauty standards. This, coupled with controversies surrounding former executives and accusations of a toxic workplace culture, led to a significant decline in the brand’s reputation and financial performance. By 2019, the annual fashion show, once a cornerstone of the brand’s marketing strategy, was deemed unsustainable.

Super believes the current generation, Gen Z, approaches the Victoria’s Secret aesthetic differently than their millennial predecessors. She notes that Gen Z consumers were often raised by Gen X mothers who actively sought to avoid instilling the same body image issues they themselves had experienced. This has resulted in a generation that can appreciate the “fun” and “glamour” of the brand without necessarily internalizing its previous messaging as aspirational or damaging.

The 2025 fashion show exemplified this shift. Model Jasmine Tookes opened the show while nine months pregnant, a visual representation of inclusivity that would have been unthinkable in the brand’s earlier era. The runway also featured veteran Angels like Adriana Lima, alongside next-generation models Bella and Gigi Hadid, curve models Ashley Graham and Precious Lee, and athletes Angel Reese and Suni Lee. This diverse lineup strategically balances nostalgia – the Angels who defined the brand’s golden era – with representation and reach.

Super frames the renewed emphasis on wings, sequins, and heels not as a retreat from progress, but as a recalibration. “I don’t think, as women, we ever stopped wanting to feel beautiful or sexy or powerful in our own skin,” she stated. “But we want to define that. We don’t want someone else defining that for us.” This sentiment underscores the company’s attempt to empower consumers and allow them to embrace the brand on their own terms.

The company’s turnaround strategy extends beyond the fashion show. In 2022, Victoria’s Secret overhauled its brand image, replacing its Angels with a new group of activists and entrepreneurial women to represent the brand. This move signaled a commitment to inclusivity and a rejection of the outdated beauty standards that had plagued the company for years.

However, the path to full recovery remains uncertain. While Gen Z consumers may be more receptive to the brand’s new messaging, many still harbor reservations about its past. The challenge for Victoria’s Secret lies in convincing consumers that it has genuinely changed and is committed to representing a more diverse and inclusive vision of beauty. The success of this strategy will be crucial in determining whether the brand can successfully navigate the evolving landscape of the lingerie market and reclaim its position as a cultural icon.

Super views the transformation of Victoria’s Secret as “the biggest transformation opportunity in retail.” The company’s ability to successfully execute this transformation will depend on its continued commitment to inclusivity, authenticity, and a willingness to listen to the needs and desires of its consumers. The revived fashion show, and the positive reception it received, represents a significant step in the right direction, but sustained effort and a genuine commitment to change will be essential for long-term success.