How do you solve a problem like Victoria’s Secret?
It’s been two years since the long-running parade of lingerie-clad supermodels returned, as the brand seeks to recoup trailing profits (although the tide appears to be turning), retain relevancy and distance itself from a string of controversies, including a New York Times investigation into a toxic workplace culture, criticisms around a lack of diversity and ties between former chief executive Les Wexner and Jeffrey Epstein.
The answer, judging by this year’s Victoria’s Secret Fashion Show, is nostalgia, nepo babies and Kylie Jenner. The requisite mountains of glitter, megawatt smiles and towering angel wings were of course, also out in full force.
Executive creative director Adam Selman and chief executive Hillary Super, both alums of Rihanna’s rival brand Savage X Fenty, have been fine-tuning a formula for the TikTok-era since the show’s return.
Yet, when a brand needs to generate hype, they still call Kris Jenner.
The matriarch of the Kardashian clan sat in the front row as Kylie Jenner made a surprise cameo, wearing the $US50 million ($70 million) Fantasy Bra that was redesigned after eight years in storage.
Boyfriend Timothée Chalamet also attended, cheering Kylie on next to mumager Kris, who diligently filmed the whole thing on her phone.
In 2021, the brand retired its “Angels” label in favour of a new partnership program, VS collective.
However, they must have remembered that nostalgia still rules as they brought back many of the OGs for the parade. Adriana Lima, Alessandra Ambrosio, Rosie Huntington-Whiteley, Joan Smalls, Doutzen Kroes and Liu Wen all donned their wings once again, while Gisele Bündchen featured in a pre-filmed segment of the show.
Barbara Palvin also returned – a mere six weeks after giving birth to daughter Sylvie. The model’s husband Dylan Sprouse beamed from the front row, alongside fellow wife-guy Patrick Schwarzenegger, who cheered on wife Abby Champion.
Homegrown angel Miranda Kerr, who has appeared as an angel six times, declined to come back, while former models Romee Strijd and Frida Aasen claimed they were snubbed by the brand, with the former airing her disappointment on TikTok last week.
Indeed, the new guard of models includes influencers like Quenlin Blackwell alongside nepo babies such as Amelia Gray Hamlin (daughter of the Real Housewives’ Lisa Rinna) and Iris Law (daughter of Jude).
Natalia Bryant, 23, daughter of the late Kobe Bryant, also made her debut for the brand, alongside American soccer player Trinity Rodman.
Bryant’s mother Vanessa sat in the front row with Nicole Kidman, who bopped along as Adéla’s viral song Nicole Kidman blasted from the speakers.
This year’s music performance line-up was all female, with country singer Megan Moroney, Tate McRae, girl group KATSEYE and Megan Thee Stallion taking to the stage.
Over 10 million viewers tuned in for the affair, broadcast live from Los Angeles.
But is all this enough to keep the Victoria’s Secret brand in the zeitgeist, and front of young shoppers’ minds? Only time will tell.
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