Victoria’s Secret, once the undisputed champion of lingerie and intimate apparel, has found itself at the center of a powerful conversation about body image, inclusivity, and the shifting role of women in society. Over the years, the brand’s portrayal of femininity has evolved, and so have women’s reactions to it. Once praised for its glamorous, airbrushed catalog featuring angelic supermodels, Victoria’s Secret has faced increasing scrutiny from a growing movement of women demanding more authenticity, diversity, and body positivity in the fashion world. The changing narrative around the brand is a reflection of broader social shifts, as women no longer want to be confined to a narrow, unrealistic ideal of beauty.
The Allure of Victoria’s Secret: A Symbol of Glamour
For many years, Victoria’s Secret was synonymous with high glamour, sensuality, and luxury. The Victoria’s Secret Fashion Show was a spectacle, featuring stunning supermodels wearing elaborate wings and lingerie, set to high-energy performances by world-renowned artists. The images of tall, thin, and flawless women became the standard for beauty in the minds of many consumers, and the brand itself capitalized on this ideal.
Some women found the brand empowering, as it offered a celebration of sexiness and femininity. For these women, shopping at Victoria’s Secret meant embracing their sensuality, feeling confident, and indulging in luxury. The store’s lush atmosphere and glamorous products gave many a sense of specialness and exclusivity. For a time, this brand narrative was widely accepted as the epitome of beauty and sophistication.
The Rise of Body Positivity and Changing Standards
However, as the body positivity movement gained momentum, women began to challenge the limited beauty ideals that Victoria’s Secret and similar brands represented. The demand for more diverse and inclusive representations of beauty started to grow. More women wanted to see themselves reflected in advertisements, not just in terms of size, but also race, age, and ability. As social media platforms like Instagram and TikTok became powerful tools for self-expression, women found their own voices, pushing back against traditional, narrow standards of beauty.
Victoria’s Secret, despite its success, became increasingly criticized for its lack of diversity. The brand’s predominantly white, ultra-thin models failed to resonate with a significant portion of its consumer base. As women began demanding more inclusivity and representation, the gloss of the Victoria’s Secret brand began to dull.
Victoria’s Secret’s Response to Criticism
In response to this backlash, Victoria’s Secret has undergone a transformation in recent years. The brand has made notable efforts to address its past shortcomings by featuring a wider range of models in terms of body size, race, and even age. In 2021, Victoria’s Secret introduced the “VS Collective,” a group of influential women from different backgrounds, including athletes, activists, and entrepreneurs. This move was seen as an effort to reshape its image and align more with the current cultural moment, which values authenticity and inclusivity over unattainable beauty standards.
One of the most significant shifts in the brand’s messaging was the departure from its traditional “Angels” — the runway supermodels who epitomized Victoria’s Secret’s fantasy world — and a focus on real women with diverse experiences and stories to tell. The idea was to create a new kind of model that would resonate with a broader audience. This change, however, has been met with mixed reactions.
Women’s Reactions: The Mixed Response
Positive Reactions:
For many women, the new direction taken by Victoria’s Secret has been a welcome change. The decision to include plus-sized models, older women, and a more ethnically diverse range of faces and bodies has been celebrated as a step forward in the right direction. Women who had previously felt excluded from the brand now saw themselves reflected in its campaigns, which was a powerful message in terms of representation.
Moreover, the focus on real stories behind the models rather than just physical appearance resonated with many. Women were drawn to the brand’s attempt to celebrate individuality and authenticity. By stepping away from the fantasy-like, airbrushed world of its past campaigns, Victoria’s Secret seemed to be acknowledging the broader, more inclusive definition of beauty that exists in real life.
Critical Reactions:
However, not all women were on board with the changes. Some critics argue that the shift to a more inclusive narrative still feels a bit superficial or too late. Many feel that Victoria’s Secret was too slow to evolve, and while they’ve made some changes, the brand still feels linked to the outdated ideals of the past. Others argue that simply changing the models or offering a broader range of sizes isn’t enough. The brand, in their view, must go deeper and address the underlying issues within its corporate culture, its marketing strategies, and its design philosophy.
Furthermore, some women have pointed out that Victoria’s Secret’s history of using “Angels” has created a very particular form of sensuality — one that doesn’t always fit with the current message of inclusivity. For some, the very concept of a Victoria’s Secret model — with her exaggerated, sexualized image — feels incongruent with the notion of empowering women in a healthy, well-rounded way.
What’s Next for Victoria’s Secret?
The journey for Victoria’s Secret is far from over. While some women embrace the new direction, the brand must prove its commitment to inclusivity by making deeper changes beyond just surface-level shifts in advertising. For many women, true empowerment means embracing all forms of beauty, whether that means challenging outdated ideals or creating spaces where everyone feels comfortable and represented.
Ultimately, the conversation around Victoria’s Secret represents a larger cultural shift. Women are rejecting the confines of a singular definition of beauty, demanding that brands evolve to reflect a more authentic, inclusive world. Whether Victoria’s Secret can fully embrace this shift and resonate with women of all backgrounds and body types remains to be seen — but one thing is clear: Women’s expectations of the brands they support are evolving, and Victoria’s Secret is being held accountable for keeping pace.
In the end, the future of Victoria’s Secret hinges on its ability to listen to women, adapt to their needs, and represent the rich diversity of experiences and bodies that truly define beauty. It’s no longer just about selling a fantasy — it’s about celebrating the real women who make up the brand’s vast and diverse audience.