Image via internet reproduction.
With Kylie Jenner, iconic supermodels and a new commercial strategy, the brand is transforming its traditional fashion show into a platform for connecting with consumers and expanding its business.
The Victoria’s Secret Fashion Show 2026 took place on 18 October in Los Angeles, bringing together fashion, music and some of the biggest names in entertainment.
Highlights included Kylie Jenner wearing the Fantasy Bra, valued at US$50 million, the return of models such as Adriana Lima, Alessandra Ambrosio and Rosie Huntington-Whiteley, and performances by Tate McRae, Megan Thee Stallion, Megan Moroney and KATSEYE.
The model line-up also sparked debate on social media, particularly following the absence of familiar faces from previous editions.
After years of criticism surrounding its image and an extended break from its traditional runway show, Victoria’s Secret is seeking to strike a balance between nostalgia and reinvention.
Under the leadership of CEO Hillary Super, the company has been reinforcing its identity while working to attract younger consumers.
In the second quarter of 2026, the company reported US$1.61 billion in sales, representing growth of 10% compared with the same period the previous year.
The fashion show forms part of this repositioning strategy, combining entertainment, digital engagement and brand strengthening.
Rather than simply showcasing collections, Victoria’s Secret is transforming its runway show into a commercial platform.
Free streaming on YouTube, behind-the-scenes content and fan experiences extend the event’s reach and strengthen relationships with different generations.
The company also used the occasion to promote its expansion in the beauty market, introducing new products and partnerships.
The strategy is clear: to turn attention into relationships, desire and purchasing opportunities.
By reviving historic symbols such as the Fantasy Bra and associating them with personalities popular among younger audiences, the brand is attempting to preserve its identity without remaining tied to the past.
The 2026 fashion show demonstrates how entertainment, nostalgia and innovation can form part of a single business strategy.
However, the ability to convert publicity into sustainable growth will be the real test for Victoria’s Secret.
In an increasingly competitive market, what creates greater value: the product itself or the experience built around it?
