Well played, Victoria’s Secret. Since its fall from grace in 2019, the lingerie behemoth has been staging a slow rehabilitation, accumulating with an iconic return to its blockbuster runway show in New York last year. How to stage the mother of all comebacks? By tapping the original Mother, Ms Moss, to don her Angel wings for the very first time.
That’s why this year it’s no surprise that the iconic runway is back for 2025. Taking to their Instagram on the 29th of July, the brand announced their comeback through a close crop video of models speaking to microphones. The post was captioned, ‘Lights, Camera, Angels: The Victoria’s Secret Fashion Show 2025 is returning.’ Encouraging viewers to download the VS app to get exclusive details.
New Era of Angels
Last year’s runways was peppered with OG Victoria Secret's darling Tyra Banks (who last walked in 2005) and Adriana Lima - the longest-standing Angel, with 18 shows under her diamanté belt. Doutzen Kroes, who first became an Angel a decade ago, made her homecoming, with both Gigi and Bella Hadid reuniting on the runway.
Once considered one of the biggest events on the fashion calendar, the show went on a 6 year hiatus following criticism over its lack of inclusivity. But after a reimagined version aired last year - with a broader casting scope, in a VS first, models Devyn Garcia, Paloma Elsesser and Ashley Graham, who, by industry standards are deemed plus-size, joined the line-up.
For curve supermodel Jil Kortleve, who has worked with Victoria’s Secret for several years now, this marked her first runway show as an Angel. ‘The VS show was always so legendary so I was always hoping it would come back. I like that it's the old concept, but just more inclusive with different body types. It's empowering women. I think before it was more about the male gaze, and now it’s about giving ourselves and other girls confidence,’ Kortleve told Grazia. ‘At first I was a bit nervous to be walking in the runway in lingerie, but they really asked how we felt at the fittings and they were open to adjustments so I felt 100% comfortable and I love my look,’ she said.
The star-studded show, live-streamed on Amazon Prime, YouTube and social channels, had an all-female entertainment line-up, led by Cher, Tyla and BLACKPINK’s Lisa, who arrived on a motorbike. Styling it all was Emmanuelle Alt, the former editor of Vogue Paris with - whisper it - some actual clothing. (There were still push-up bras, skimpy knickers and plenty of sparkle – after all, it is Victoria’s Secret).
New Creative Direction
A major change in behind the scenes could also signal a shift in tone. In April this year fashion industry favourite Adam Selman was announced as Victoria’s Secret’s new Executive Creative Director. Known for his work at Savage X Fenty and his long-standing relationship with the brand, Selman’s appointment suggests the show will have a fresh spin to it.
When and Where
While the exact date and location is still unknown, the show previously use to fall in November. With no confirmed venue yet, speculation points toward a high-gloss international setting - perhaps London, Paris, or New York. Streaming will likely follow the same model as last year, with availability across Amazon Prime Video, YouTube, Instagram, and TikTok.
What’s Next
Whether a more inclusive approach can get more people buying bras remains to be seen, but there’s no question Victoria’s Secret can throw a feel-good runway show. In a post-Barbie era where lip-gloss sales are booming, 90s fashion trends prevail, camp fashion as entertainment is pop culture catnip and Victoria’s Secret, arguably, is the original showman. Does the world need a VS show right now? Judging by the flurry of sparkle-clad guests, exiting under a display of pink fireworks - perhaps, yes, it does. Stay tuned for more behind the scene teasers and an official date, because the wings are officially back.
Jane McFarland is Grazia’s associate editor, overseeing fashion, beauty and luxury content. A fashion journalist for over ten years and previously The Sunday Times Style’s Wardrobe Mistress, Jane loves dissecting trends, discovering new brands and writing about personal style. Follow Jane on Instagram here @Jane_McFarland.
Renee Washington, Grazia's digital fashion and beauty writer, lives online. With a penchant for wispy lashes and streetwear, she writes about the worlds of fashion and beauty from the viewpoint of the modern fashion girlie..