Victoria’s Secret’s deepens ties with Amazon with reimagined fashion event
Victoria’s Secret’s signature marketing event is coming back, but it won’t be found on network television.
“The Victoria’s Secret World Tour” will be be available to stream on Prime Video on Sept. 26. Described as part fashion event and part documentary, the show will celebrate Victoria’s Secret’s mission to uplift and champion women on a global scale, the retailer said. It will be available to Prime viewers in more than 50 countries,
Presented as a re-imagined fashion show, “The Tour” will celebrate women and global creatives, looking at fashion and art through a cinematic narrative lens. It will take viewers on a journey through the creation of The Tour, with behind-the-scenes footage and stories of the VS20, a group of 20 global creatives who will create four fashion curations from the cities of Bogota, Lagos, London and Tokyo, alongside iconic Victoria's Secret designs.
Following the release of the show on Sept. 26, customers will be able to shop a tour-inspired collection on Victoria’s Secret website or on the Victoria’s Secret storefront on Amazon.
Victoria’s Secret began its partnership with Amazon in April 2022, opening a storefront on the online giant’s site for beauty products. In June, the assortment was expanded to include lingerie and apparel.
"We are delighted to continue to expand our relationship with Amazon," said Greg Unis, brand president of Victoria’s Secret and Pink. "This collaboration creates an unparalleled viewing experience, bringing the magic of The Tour directly to audiences far and wide. Through this collaboration, we are reinforcing our commitment to delivering captivating content that celebrates our heritage and resonates with our customers."
“At Amazon Fashion, we’re always inventing new ways to inspire our customers through unique shopping experiences,” said Muge Erdirik Dogan, president of Amazon Fashion. “After expanding our wide selection of Victoria’s Secret lingerie and apparel earlier this summer, we’re thrilled that customers will also be able to shop the film-inspired collection this fall.”
The “World Tour” show is seen as a successor to Victoria’s Secret’s glitzy annual runway show, which featured supermodels fitted with angel wings and skimpy lingerie. The show, which aired on network TV for almost 20 years, was cancelled in 2019 amid declining ratings and criticism that the brand was out of touch with today’s consumers.
Since then, Victoria’s Secret has undergone an extensive brand transformation that includes an emphasis on inclusivity and female empowerment.
‘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., in a May release announcing the Tour. “It will be driven by fashion, glamour and entertainment with a nod to beloved iconography from the past but in a bold, redefined way.”