The Return of Victoria’s Secret: Revival of the Thinness Ideal?

After several years of absence, the Victoria’s Secret Fashion Show made a grand comeback in 2024, with its signature dazzling performances and theatrical runways. However, this revival has reignited controversy: the spotlight is once again on slim, willowy figures, overshadowing the brand's past efforts to promote a more inclusive image.

A History Marred by Controversy

For years, Victoria’s Secret was synonymous with an unattainable beauty standard. Its shows glorified "skeletal" models, pressuring many young women into unhealthy habits to emulate the “Angels.”

In 2018, the brand faced severe backlash when its then-chief marketing officer, Ed Razek, publicly dismissed the inclusion of “plus-size” and transgender models, arguing that such representations were inconsistent with the brand’s "fantasy."

This statement, criticized as discriminatory and tone-deaf, contributed to Victoria’s Secret’s rapid decline. The company faced consumer boycotts, falling sales, and relentless social media criticism, forcing a reckoning with its outdated ideals.

An Abandoned Attempt at Inclusivity

In response to public outcry, Victoria’s Secret tried to pivot. In 2019, the brand featured plus-size model Ali Tate-Cutler and enlisted high-profile figures like soccer star Megan Rapinoe in its campaigns. These moves, however, came across as too little, too late. Critics viewed them as opportunistic rather than sincere, and the brand’s image remained tarnished.

That same year, the company canceled its annual fashion show, marking a pause for introspection. Victoria’s Secret seemed poised to embrace a more diverse and realistic representation of women.

2024: A Return to Old Standards

With the 2024 revival of the Victoria’s Secret Fashion Show, expectations were high for a celebration of body diversity. Instead, the event delivered a starkly different message. Once again, the runway was dominated by models with extremely thin physiques, evoking the heyday of the Angels.

While the inclusion of singer Tyla as a featured performer brought a modern touch to the show, it did little to address concerns about the limited range of body types represented. This return to exclusivity has reignited criticism, with many accusing the brand of abandoning its commitment to inclusivity.

A Setback for the Body Positivity Movement?

In recent years, the body positivity movement has championed the acceptance of all body types, challenging oppressive beauty standards. Victoria’s Secret’s latest show seems to reject this progress, opting instead for a commercial strategy that relies on the traditional glamour and exclusivity that once defined its brand.

This raises an important question: how much responsibility do global brands like Victoria’s Secret have in shaping inclusive beauty standards? By clinging to outdated ideals, the brand risks alienating a new generation of consumers who prioritize representation and diversity.

A Divisive Comeback

While the 2024 Victoria’s Secret Fashion Show was visually stunning, it fell short on representation. At a time when societal attitudes are shifting toward more inclusive notions of beauty, Victoria’s Secret appears to be doubling down on its original, exclusionary vision.

For a brand trying to regain its relevance, this strategy may prove short-sighted. In the evolving cultural landscape, failing to embrace inclusivity could cost Victoria’s Secret the loyalty of a diverse and empowered audience.