The rise, fall, and latest stumbles of Victoria’s Secret

• Victoria’s Secret is the largest lingerie retailer in the US, and has been for several decades.
• After explosive success it had several stumbles but has since overhauled its brand image.
• The brand is relaunching its Victoria’s Secret fashion show in the fall with a live fashion event and movie.

Victoria’s Secret has been the leading lingerie retailer in the US for several decades. But it’s prominence has been shaken up in recent years after the lingerie brand faced sluggish sales, criticism for its lack of model diversity and size inclusivity, scandal for possible ties to Jeffrey Epstein, and an entire brand-image overhaul.

The lingerie retail space also started to shift in a new direction — verring from push-up bras and skinny models to sports bras and a more body-positive image. Lingerie competitors, including Aerie, ThirdLove, and Lively, started to attract more interest from consumers and sales at Victoria’s Secret began to slip. 

Then the brand ended its infamous Victoria’s Secret fashion show in 2019, following controversial comments about transgender models from the its former marketing chief. But, after launching new marketing campaigns and the VS Collective, a group of female activists and entrepreneurs, the Victoria’s Secret fashion show is making a comeback this fall. 

Here’s a look at the rise, fall of Victoria’s Secret, and the brand’s plan for redemption.