Can the fallen angels rise again?

Victoria's Secret, once a dominant force in the fashion industry, made an excited return to the runway with the renamed Victoria's Secret Fashion Show. The iconic lingerie brand canceled its show in 2018 after ratings plummeted and harsh criticism for a lack of outreach. Many called the brand sexist, outdated and lacking in diversity. Even before the show was canceled, I had warned in the media about the brand's dwindling relevance.

After a six-year hiatus, Victoria's Secret promised inclusivity and featured plus-size models like Ashley Graham, Moroccan and Egyptian model Imaan Hammam, transgender models like Valentina Sampaio and icons like Tyra Banks, Kate Moss and Gigi Hadid. Yet despite these efforts, the show surprisingly stuck to the same visual language, style and sensibility that once brought the brand to its knees.

What did they think?

Sure, the runway was more diverse, featuring models with different body types from Devyn Garcia to Blesnya Minher — but how could it not be at this point? Anything else would have been inexcusable.

Despite glittering musical performances from Cher, Tyla and Lisa (not a huge change from stars like Katy Perry in previous years) and the grateful removal of the outdated fantasy bra, the brand failed to break boundaries – in reality or in reality of imagination – and many left the brand unimpressed.

So what can we take away from this brand revival, which in my opinion has clearly missed the mark? More importantly, what can branding leaders—and beyond—learn to avoid similar mistakes?

1. Inclusion is not a trend – it is a transformation

While it was nice to see Victoria's Secret include more diverse models like Imaan Hammam and Anok Yai, the show's core message remained largely unchanged. The return of long-time models like Adriana Lima, Alessandra Ambrosio and Candice Swanepoel brought back the same old glamor – which was great to see – but there was no further, real reinterpretation of the brand.

For brands like Victoria's Secret, inclusion must be more than just a runway feature – it must be embedded in every aspect of the company, from product design and marketing to company culture and leadership. Plus size, plus size models and transgender representation must be part of the brand's DNA, not just a necessity for a single event, and that must be expressed in the most authentic way possible. And while Victoria's Secret has made some progress on this front, under commercial pressures, brands are failing to treat diversity as a commitment rather than a commitment to making a lasting impact, and most importantly, showing it.

2. Own your story to shape your future

Victoria's Secret's history is tied to unrealistic beauty ideals, most notably expressed through their giant angel wings and hypersexualized fashion shows. I believe the brand has missed a valuable opportunity to not only reclaim but also reinterpret its history. Victoria's Secret could have done this in many ways. For example, they could have used humor to turn their legacy on its head and show that they don't take themselves too seriously. After all, lingerie is supposed to be fun, right?

According to a study by Oracle, 90% of consumers are more likely to remember a funny ad and 72% would choose a brand with a sense of humor over the competition. Similar results were achieved by Kantar and System1. Imagine Victoria's Secret adding a playful moment, like models referencing their past lives as “angels” with humor and mockery, and embarking on a bold rebranding. But instead they stuck to the same formula, which left me – and probably many others – skeptical of their authenticity.

Leaders should recognize that humor can defuse criticism and help restore trust. Acknowledging and even making fun of the mistakes of the past could have helped Victoria's Secret connect more deeply with its audience and show its more human and vulnerable side. The show seemed to still be striving for an ideal of perfection that, as smart viewers realize, no longer exists. It is your imperfections that make you perfect.

3. Catching up is not enough – you have to lead

In the competitive fashion industry, it's not enough to just stay informed about trends. The rebranding of Victoria's Secret would have followed the success of brands like Savage

While it was exciting to see a fashion icon like Gigi Hadid open the show and models like Vittoria Ceretti walk the runway, overall the event lacked the innovation needed to stand out. Victoria's Secret had the opportunity to lead the way with fresh, groundbreaking ideas, but instead they followed the established diversity trend without pushing the boundaries.

Innovation is crucial for brands to stay relevant. According to research from BCG, 79% of companies now rank innovation among their top three priorities – a 15% increase since 2009 – and 66% plan to increase their innovation spending, with 42% aiming for an increase of more than 10%. Brands like Victoria's Secret can't just keep up with the competition – they have to be bold enough to set new trends and redefine what lingerie means to today's consumers.

4. Audiences demand substance, not symbolism

Despite the inclusion of curvy women, transgender models, and plus sizes, the overall tone of the Victoria's Secret Fashion Show struck me as more symbolic than substantive. Sure, there would probably be some feathered angel wings this time, and thankfully the outdated diamond-encrusted fantasy bra was nowhere to be seen, but the show still relied on the same pageantry and spectacle of a Miss World, with the they seemed out of step with today's sensibilities.

In my book The Kim Kardashian PrincipleI emphasize the importance of authenticity. Audiences today are smarter than ever and can easily spot when brands prioritize superficial gestures over meaningful change. A significant 81% of customers need to trust a brand before making a purchase, and 86% believe authenticity is crucial to supporting a brand.

Victoria's Secret's creative director may have updated some elements of the show, but the return to previous symbols – like beaded heart-shaped wings – made it clear that the brand is still clinging to its troubled past and hasn't fully moved on.

5. Trust comes from consistency, not grand gestures

Victoria's Secret's return to the runway felt like a less grand gesture than a sustained attempt to restore trust. Trust is not acquired overnight. While Victoria's Secret hit the right note with this fashion show, it needs to follow up with consistent actions that reinforce its commitment to inclusivity.

In 2021, I wrote about how Victoria's Secret's diversity campaign, Victoria's Secret Collective, was dead on arrival, as the brand appeared to trade one beauty ideal for another. That would not be the definition of inclusion. The Victoria's Secret Fashion Show's comeback this year feels similarly incongruous. To regain credibility, Victoria's Secret needs to go beyond the runway and focus on long-term promotions that reflect real cultural change – from the way they market their collections to the way they do so communicate with your audience all year round.

Conclusion: The road to salvation is paved with actions

It was clear to see how Victoria's Secret Fashion Show was trying to convince its audience that the brand had evolved – but is it enough to reverse six years of declining sales? I doubt it. The road to redemption is long and it will take more than a new fashion show to regain trust.

To truly regain its position in the market, Victoria's Secret must move beyond symbolic gestures like their beloved angel wings and focus on real, meaningful change that resonates with today's consumers. Global research from Kantar shows that 75% of consumers say a brand's reputation for diversity and inclusion influences their purchasing decisions. Brands like Victoria's Secret need to recognize that consumers want authenticity, not performance.

I haven't written off Victoria's Secret yet. And I believe that if they embrace their past, embrace bold innovation and consistently show up with real values, they can still turn the page and connect with today's more conscious consumers.

Named Influencer of the Year by Esquire Jeetendr Sehdev is a media personality, international Speakers and author of the New York Times bestselling sensation, The Kim Kardashian Principle: Why Shameless Sells (and How to Do It Right.)