The rise and fall of Victoria's Secret Angels

In 1977, the first Victoria’s Secret shop was opened in California. Then, in 1995 it debuted its iconic runway show which soon turned into the legendary fashion event that captures our attention each year with its gorgeous models, dubbed ‘Angels.’

Victoria’s Secret Angels epitomise a kind of glamorised beauty - tall, lean, and bronzed bodies strutting down the runway with untouched confidence. After earning the title of ‘supermodel’, they generated their own celebrity status; such as Adriana Lima, Alessandra Ambrosio, and Gisele Bündchen.

These Angels became more than just faces of the brand - they were cultural icons. However, the landscape of beauty and fashion has changed dramatically since Victoria’s Secret prime era, leaving many to wonder: are the old Victoria’s Secret Angels out of fashion?

The peak of the Victoria’s Secret Fashion Show could be argued to have hit in the mid-2000s. It was a cultural event in itself, broadcasting to millions who were in awe of these stunning women and what they stood for as the ‘it girls’ of the decade. Not only this, but the show hosted high-profile artists, such as Justin Bieber, to perform alongside these models.

Yet over time, the show's appeal began to deteriorate. Critics pointed out its lack of diversity and inclusivity, with the casting choices often reflecting a narrow, conventional beauty ideal. Since the 90s, when the ‘coke chic’ body type was glorified, societal expectations of women’s bodies have shifted, and conversations around body positivity and inclusivity are common. 

By 2018, Victoria’s Secret had scrapped the fashion show due to declining ratings and claimed it wanted to evolve its marketing. This sparked public opinions on whether the flawless ‘Angel look’ should reflect our more diverse society.

One aspect to consider is that the standards of beauty have broadened. The “clean girl” aesthetic, natural beauty, and minimalism are replacing the heavy glam that was once celebrated on the Victoria’s Secret runway. This change reflects a broader cultural move away from immaculate and faultless icons, to one that is more grounded in relatability.

Furthermore, the prominence of social media platforms where influencers champion everyday beauty routines and celebrate diverse body types, has contributed to this shift in ideals, distancing the Angels even further from us. 

In response to this, Victoria’s Secret itself has undergone a rebranding with its new line, ‘VS Collective,’ being released. In 2021, the company announced the end of the Angels as its main marketing force, instead replacing them with a diverse group of accomplished women. They also introduced Darren Barnet, their first male model, celebrated as part of the brand’s ‘gender-free’ collection.

While the Angels may no longer represent the pinnacle of beauty in today’s society, they are not completely out of fashion.

Some argue that the fantasy has been stripped away and that the change regarding the Angels has removed the sexual illusion and hyper-glamorised image that Victoria’s Secret once embodied and celebrated as the desired woman. However, this does not reflect our progressive society. The current landscape, especially for lingerie, has moved away from centralising the male gaze and cultivated a focus on celebrating imperfections and individuality.

Yet nostalgia for the Victoria’s Secret runway shows is still present for those who watched the show and indulged in its glamour. Ultimately, the Angels are now relics of fashion’s past, which should always be admired for their influence and iconic impact but will likely never be replicated. 

Edited by Rosie Wood