Victoria’s Secret Runway Revival: How Gen Z is Reclaiming the Angels

Victoria’s Secret is attempting a significant brand revival, betting that a new generation of consumers—one raised with different ideals around body image—will embrace the return of its famed runway show. The company, once a dominant force in the lingerie market, has faced challenges in recent years as consumer preferences shifted.

A New Vision for a Legacy Brand

Hillary Super, who joined Victoria’s Secret as CEO in the fall of 2024, previously held leadership positions at Anthropologie and Savage X Fenty. She has spearheaded the re-energizing of the runway show, which had previously been discontinued. Super views the company as presenting “the biggest transformation opportunity in retail.”

Did You Know? The revived fashion show, held in October 2025 at Brooklyn’s Steiner Studios, opened with model Jasmine Tookes, nine months pregnant.

Understanding the Generational Shift

A key element of Super’s strategy centers on understanding the differing perspectives of Gen Z compared to millennials. While millennials experienced body image pressures during the 2000s, Gen Z was raised with a different approach, often encouraged to be “strong and unbothered.” According to Super, this generation can appreciate the spectacle of the Victoria’s Secret Angels without necessarily internalizing them as aspirational figures.

The October 2025 show featured a diverse cast, including longtime Angels like Adriana Lima, who is in her mid-forties and a mother of five, as well as next-generation models Bella and Gigi Hadid, curve models Ashley Graham and Precious Lee, and athletes Angel Reese and Suni Lee.

Expert Insight: Victoria’s Secret’s strategy represents a calculated risk. By embracing inclusivity and acknowledging evolving beauty standards, the brand is attempting to recapture relevance with a demographic that previously rejected its earlier messaging. The success of this approach hinges on authentically integrating these values into the brand’s identity, rather than simply adopting them as a marketing tactic.

What’s Next for Victoria’s Secret?

If the positive reception to the revived runway show continues, Victoria’s Secret could see increased engagement with younger consumers. The company may further expand its inclusive casting practices and diversify its product offerings. However, maintaining authenticity and avoiding accusations of “woke-washing” will be crucial. It is also possible that the brand will continue to experiment with different marketing strategies to find what resonates most effectively with its target audience.

Frequently Asked Questions

Who is the current CEO of Victoria’s Secret?

The current CEO of Victoria’s Secret is Hillary Super, who joined the company in the fall of 2024.

What was different about the October 2025 fashion show?

The October 2025 fashion show featured a more diverse cast of models, including pregnant models, older models, curve models, and athletes, a departure from the brand’s previous runway shows.

How does Gen Z view the Victoria’s Secret Angels differently than millennials?

According to Hillary Super, Gen Z was raised with a different approach to body image and can appreciate the fun of the Victoria’s Secret Angels without necessarily seeing them as aspirational or triggering.

Will Victoria’s Secret’s gamble to reclaim its runway spectacle resonate with consumers in the long term?