For over two decades, Victoria’s Secret had cultivated an image of sexiness through its iconic annual fashion show, featuring supermodels like Naomi Campbell adorned in extravagant Swarovski-crystal-covered wings, thongs, and million-dollar fantasy bras.

However, after a four-year hiatus, the lingerie brand made a comeback with a complete overhaul, blending a fashion event with a documentary-style film preview, embracing diversity and body positivity.

The Victoria’s Secret World Tour, set to premiere globally on Amazon Prime Video on September 26, signifies the company’s most significant marketing investment in the past five years.

It is a critical part of the brand’s efforts to revamp its image, which had become increasingly out of touch with modern ideals of beauty, leading to several years of declining sales.

The event showcased top models like Winnie Harlow, who has vitiligo, a skin condition, modelling some of the new designs.

It also displayed the creators’ looks on headless mannequins representing a range of body types. Victoria’s Secret aims to move beyond its historical focus on a singular, narrow definition of beauty.

In recent years, the lingerie giant has taken steps to transform its marketing by featuring fuller-figure women in ads, diversifying store mannequins, and introducing products like mastectomy bras and comfortable sports bras.

Store interiors are being refreshed with brighter lighting and blush pink walls. Furthermore, Victoria’s Secret has retired its supermodel “Angels” in favour of a more diverse group of ten women who advise and promote the brand on social media.

Brazilian supermodel Adriana Lima, a longtime Victoria’s Secret Angel, noted the brand’s shift towards celebrating women in various stages and said, “That’s a beautiful thing.”

However, Victoria’s Secret faces significant challenges. Despite remaining the largest lingerie label in the US by sales, its market share dwindled from 31.2% in 2017 to 18.7% last year.

This decline is attributed to the rise of smaller, more inclusive rivals like American Eagle’s Aerie and online startups that prioritise comfort and inclusivity from the outset.

Despite acquiring online competitor Adore Me for $400 million, Victoria’s Secret, based in Reynoldsburg, Ohio, has continued to report declining sales.