The iconic lingerie brand Victoria’s Secret, known for its dazzling annual fashion show, has presented its identity fresh. Fans of the classic runway showcase will see a significant departure in the brand’s latest Prime Video offering, “The Tour ‘23”.
After a five-year hiatus due to declining viewership and controversies, including its association with Jeffrey Epstein, the company seems intent on reshaping its image. Gone are the familiar faces of supermodels adorned with angel wings, replaced by a documentary that puts independent designers from diverse global locales in the spotlight. Viewers can now journey through Lagos, Bogotá, London, and Tokyo, all set against the backdrop of an airy Barcelona villa. Guided by renowned model Gigi Hadid, the documentary boasts appearances by modelling icons such as Naomi Campbell and Adriana Lima and rising stars like Winnie Harlow and Adut Akech.
Further pushing the envelope, “The Tour” introduces 20 trailblazing women creatives who bring a new perspective to the Victoria’s Secret legacy. These include influential figures like Colombian dancer and activist Piscis Canizales and KOM_I, the former Japanese J-Pop band Wednesday Campanella singer.
A noteworthy aspect of this transformation is the brand’s shift in its representation of femininity. Embracing a broader global perspective, designers like Michaela Stark are breaking barriers by celebrating natural body shapes, thereby challenging the stereotypes previously perpetuated by the brand.
However, the rebranding hasn’t been without its critiques. Some believe “The Tour” feels disjointed and lacks a consistent theme. The connection between the showcased VS20 artists and traditional Victoria’s Secret products remains ambiguous, leading to confusion among some viewers.
Despite the challenges, the lingerie giant’s direction appears focused on championing more inclusive ideals around femininity and beauty. While the jury is still out on whether this rebranding effort hits the mark, one thing is clear: Victoria’s Secret is eager to redefine its identity in the modern era.
