It’s the kind of letting go that marketing experts have long advised for legacy brands, which came up in a world where they controlled everything and now find themselves in the midst of a give-and-take with consumers.įor Victoria’s Secret, it has been a marketing U-turn in just a few very turbulent years. Victoria’s Secret is walking a fine line now - trying to both deliver a message and make the sale.Īnd the message is, kind of sort of, that it doesn’t have a message any more, that it’s not pushing a vision of how women should be, but is instead a conduit that women can use to express themselves. The brand is trying to come back into a game that it ceded to Rihanna in 2019, when Victoria’s Secret axed its long running extravaganza and the Savage X Fenty show made the leap to Amazon Prime and continued to iterate with a diverse lineup and celebrity buzz. We are so honored to offer our platform and have it explored through the lens and artistry of global creatives who celebrate the individuality of women’s stories and perspectives.” “It will be driven by fashion, glamour and entertainment with a nod to beloved iconography from the past but in a bold, redefined way. “This film is the ultimate expression of the Victoria’s Secret brand transformation,” said Raúl Martinez, executive vice president and head creative director at Victoria’s Secret. What this all looks like and the exact combination of those ingredients remains to be seen, but the brand is very definitely trying to follow through on its reinvention. It’s a package that promises to both offer a megaphone for women to use their own voices to celebrate the feminine form while also serving up some supermodels, lingerie and A-list musical talent. The film will be streamed online and culminate in a live fashion event this fall. Now the company is trying to change that by reimagining its va-va-va-voom fashion show with The Victoria’s Secret World Tour - a feature-length film that will give four groups of five artistic women around the world a chance to define their own beauty.

The Secret Woman by Victoria Holt