The 2024 Victoria’s Secret Fashion Show marked the triumphant return of Adriana Lima, one of the brand’s most iconic Angels, after her emotional departure in 2018. This year’s show also stands in stark contrast to the controversy and cancellation surrounding the event in 2019. Lima’s return, alongside other legendary models like Tyra Banks and Gigi Hadid, signals a shift in the brand’s values and a renewed focus on inclusivity.
The 2019 cancellation was a result of declining viewership, criticism regarding lack of body diversity, and controversial comments made by former executives. The show’s 2018 broadcast had the smallest audience since 2001, indicating a waning interest in the traditional format.
Adriana Lima walking the runway at the 2018 Victoria's Secret Fashion Show, her last before returning in 2024.
Beyond the declining ratings, the brand faced backlash for its lack of body positivity and inclusivity. Former Chief Marketing Officer Ed Razek’s comments about transgender and plus-size models further fueled the controversy, contributing to the show’s eventual demise. The brand’s image suffered a significant blow, leading to a necessary period of reflection and rebranding.
The 2024 show, however, embraces a more inclusive vision. The lineup features a diverse range of models, including plus-size model Ashley Graham and a variety of ethnicities and backgrounds. This signifies a departure from the previous narrow beauty standards and a commitment to representing a broader spectrum of women.
Adriana Lima’s return to the runway is a powerful statement. Her emotional farewell in 2018 resonated with many, and her presence in 2024 symbolizes a new chapter for both her and the brand. It acknowledges the past while embracing a future that celebrates all women. The inclusion of veteran models like Tyra Banks, returning after a 20-year hiatus, further emphasizes this message of evolution and empowerment.
The 2024 show also features an all-female lineup of performers, including Blackpink’s Lisa, Tyla, and Cher. This choice underscores the brand’s commitment to female empowerment and aligns with its updated values of inclusivity and celebrating women in all phases of life. The shift from network television to streaming platforms like Amazon Prime Video and YouTube also reflects an adaptation to changing viewing habits and a broader reach.
The contrast between the 2019 cancellation and the 2024 Victoria’s Secret Fashion Show highlights a significant transformation within the brand. The focus has shifted from a narrow definition of beauty to a celebration of diversity and inclusivity. This evolution, symbolized by Adriana Lima’s return and the overall changes in the show’s format and messaging, aims to resonate with a modern audience and solidify the brand’s commitment to representing all women. The Victoria’s Secret Fashion Show has returned, not as a relic of the past, but as a reflection of a changing cultural landscape.
