Victoria’s Secret fashion show to make comeback — completely reimagined
Victoria’s Secret has overhauled its signature marketing event for a “new generation of women.”
The annual Victoria’s Secret Fashion Show, which was put on hiatus in 2019 as the company dealt with declining sales and brand controversies, has been reimagined as a feature-length film featuring global creatives, supermodels, musical talent and more. The new “Victoria’s Secret World Tour” will be streamed online and culminate in a live fashion event this fall.
"This film is the ultimate expression of the Victoria's Secret brand transformation,” said Raúl Martinez, executive VP and head creative director at Victoria's Secret & Co. “It will be driven by fashion, glamour and entertainment with a nod to beloved iconography from the past but in a bold, redefined way. 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.”
Victoria’s Secret said its reimagined show will reflect its ongoing commitment to champion women's voices, perspectives and experiences. The film will feature behind-the-scenes stories of the “VS20” — a group of 20 innovative global creatives who will conceive four fashion curations from Bogota, Lagos, London and Tokyo.
"We are excited to introduce a completely reimagined version of the fashion show, while bringing back the very best of entertainment and fashion our customers have been asking for,” said Chris Rupp, chief customer officer at Victoria's Secret & Co. “We're celebrating the iconic heritage of the brand through a new generation of artists, and we can't wait to amplify their vision through our worldwide platform."
“With the creative freedom to conceptualize, produce and stage a collection that is all their own, the dynamic artistic forces from the fashion, film, design, music and visual fields will converge to showcase their work alongside iconic custom Victoria's Secret designs,” the company stated.
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