Victoria's Secret is poised for a remarkable comeback as it announces the long-awaited return of its famed fashion show after years of hiatus. The lingerie and underwear brand revealed that the much-anticipated event, titled “The Victoria’s Secret World Tour,” will be streamed on Amazon's Prime Video service, starting from September 26, 2023. Described as a combination of a spectacular fashion event and a documentary, this one-of-a-kind show aims to celebrate Victoria’s Secret's mission of empowering and championing women on a global scale.
Known as “The Tour,” this revival will not only bring back the runway show but also offer a fresh perspective, highlighting behind-the-scenes footage and interviews with the VS20, a group of global creatives from the company.
Greg Unis, brand president of Victoria’s Secret and PINK, expressed excitement about their collaboration with Amazon, stating that it will create an unparalleled viewing experience, delivering the magic of “The Tour” directly to audiences worldwide. This partnership reinforces their commitment to providing captivating content that celebrates their heritage and resonates with customers.
In addition to the show, the brand will present a The Tour-inspired collection available for customers to shop on both victoriassecret.com and the Victoria's Secret Amazon Storefront.
The decision to cancel the show in 2019 was fueled by various issues such as low ratings and a problematic past marked by workplace harassment, cultural appropriation, and lack of model diversity. However, in 2021, the company underwent a complete marketing revamp, bidding farewell to the traditional “angels” and embracing a more inclusive approach, featuring activists, celebrities, and influencers like Megan Rapinoe and Priyanka Chopra Jonas. With the brand's fresh direction, there is anticipation that the show might adopt a more Sports Illustrated Swimsuit Issue style, but all will be revealed during Fashion Month.