Held in New York City on October 15th, the 2025 Victoria’s Secret Fashion Show (VSFS) was the brand’s most aggressive attempt yet to reconcile its glamorous past with the demands of modern representation. After years of hiatus and an initial, tentative comeback, the 2025 show definitively marked the end of the original “Angel” era and the launch of the VSFS 2.0. It was a three-part strategy: a celebration of the legendary “fantasy,” a powerful injection of non-model celebrity, and a calculated move to capture the social media audience.
The Casting Pivot: From Exclusive to Inclusive
The most compelling narrative of the night was the intentional dismantling of the brand’s traditional casting formula, signaling that cultural impact now trumps conventional modeling pedigree.
The New Guard: Athletes and Influencers
The brand made history with its two biggest headline-makers, both from the world of sports:
- Angel Reese: The WNBA star’s debut dominated the conversation. As the first professional athlete to walk the VSFS runway, Reese’s inclusion symbolized the embrace of strength, confidence, and diverse body types. Her walk, complete with signature white Angel wings, felt like the ultimate rebuke of the brand’s past standard of unattainable thinness.
- Suni Lee: Olympic gold-medalist gymnast Suni Lee also debuted, modeling looks from the more accessible PINKline.
Beyond sports, the runway welcomed figures built on social currency: viral comedian Quenlin Blackwell and actress Barbie Ferreira (Euphoria) walked alongside models like trans icon Alex Consani and curve supermodel Paloma Elsesser, proving that authentic reach now carries as much weight as agency representation.
The Legends Reborn
To satisfy the nostalgia essential for a brand comeback, the 2025 show brought back a cavalry of famous faces:
- The Hadid sisters, Gigi and Bella, both returned, with Bella’s post-health-hiatus walk being one of the most anticipated moments.
- Icons like Adriana Lima, Alessandra Ambrosio, and Candice Swanepoel provided the requisite theatrical glamour.
- In a powerful opening moment, veteran model Jasmine Tookes walked the runway while visibly pregnant with her second child, an image unthinkable during the brand’s former era of strict body criteria.
The Soundtrack of the 2025 Runway Show
The musical talent cemented the show’s digital-first strategy. The booking of K-Pop megastar group TWICE—the first K-Pop girl group to perform—guaranteed millions of viewers across Asia and a relentless stream of social media commentary.
They shared the stage with diverse, global chart-toppers: reggaeton sensation Karol G (who even earned a set of wings for her performance), hitmaker Madison Beer, and the closing act, hip-hop royalty Missy Elliott. By curating a line-up of performers who each command a loyal, non-fashion-centric fan base, Victoria’s Secret effectively turned the fashion show into a multi-fandom cultural moment.
The Bottom Line
The 2025 VSFS was a massive production success—visually stunning, high-energy, and packed with viral moments. The clothes themselves, from the glittering Rene Caovilla heels to the intricate wing designs, lived up to the fantasy.
But the real challenge remains: Is this transformation genuine, or merely brilliant marketing? By focusing so heavily on celebrities and influencers, Victoria’s Secret is betting that the power of individual platforms (Reese’s sports fans, TWICE’s K-Pop stans) can fix a damaged brand narrative. The $64 million question is whether consumers believe the brand is truly committed to celebrating all women, or if they are simply using powerful women to sell lingerie.
In 2025, Victoria’s Secret proved it could bring the spectacle back. Now, it must prove it can foster the trust that makes a fantasy last.
