Fallen Angel: The Rise & Fall of Victoria's Secret

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Let’s take a trip down memory lane, remember Victoria’s Secret? That iconic, hyper-feminine lingerie brand? For many of us, it was the blueprint. Who didn’t dream of strutting down the runway as a Victoria’s Secret Angel in sequin bras, sky-high heels, and those signature satin robes? If you were born before 2014, chances are you owned something from PINK or begged your parents for that stuffed dog. But what happened to the brand that once defined “sexy”? Why doesn’t Victoria’s Secret feel the same anymore?

Let’s dive into the rise  (and fall) of one of the most iconic names in fashion history.

1. How Victoria's Secret Began and What Made It So Popular

Victoria’s Secret was founded in 1977 by Roy and Gaye Raymond (surprisingly, nobody named Victoria was involved in the making of Victoria's Secret). Roy famously felt awkward shopping for lingerie for his wife, frustrated by dull designs and unwelcoming store environments. So, he created a store where men could shop comfortably, wrapped in the allure and sophistication of Victorian-era elegance. Hence the name Victoria’s Secret.

Back then, lingerie wasn’t mainstream. Most people bought basics in 3-packs from brands like Hanes or Fruit of the Loom. Victoria’s Secret introduced the idea that lingerie could be sensual, luxurious, and part of everyday femininity. It wasn’t just for honeymoons anymore!

2. The Peak: When Victoria’s Secret Ruled the World

In 1982, Les Wexner bought the brand and gave it a makeover, but this time for women. Out went the purely male-focused vibe; in came sleek fabrics, romantic designs, and a high-end European aesthetic that felt “exclusive.” The new image was a take on "Snobbish European Luxury". 

The 1990s and early 2000s were Victoria’s Secret’s golden years. In 1991, the brand launched its own line of fragrances. In 1995, the first Victoria’s Secret Fashion Show aired and the rest is history. It helped launch the careers of icons like Tyra Banks, Heidi Klum, Adriana Lima, and Gisele Bündchen. Remember the $15 million “Fantasy Bra” she wore? 

As trends evolved, Victoria’s Secret shifted with them. The early 2000s brought McBling, low-rise everything, and the birth of PINK. A more playful, teen-oriented sub-brand. Their ability to ride cultural waves was impressive, but even that couldn’t keep them at the top forever.

3. Enter Savage x Fenty, A New Standard

In 2017, Rihanna launched Savage x Fenty  and completely changed the game. With bold designs, diverse models, and shows that felt more like cultural moments than catwalks, Savage x Fenty did what Victoria’s Secret never truly tried to: represent real women. 

Savage’s message wasn’t just about aesthetics — it was about inclusion. Much like Fenty Beauty’s groundbreaking 40-shade foundation launch, Savage x Fenty emphasized that every body deserves to feel sexy. Their fashion shows featured plus-size models, trans models, disabled models, models of color — and none of them fit the old-school “runway model” mold.

Other brands took note. Agent Provocateur, for example, infused lingerie with punky empowerment. These brands centered women, while Victoria’s Secret had always, fundamentally, been about what men wanted women to wear. And that became painfully obvious.

4. The Trap of Exclusivity

Exclusivity in branding can work if the message lands well. But often, it backfires.

Take Erewhon, for example. Selling $30 “ice orbs” and overpriced produce while your employees can barely afford it themselves? It sends a clear message: health and wellness are for the wealthy. And people notice.

Victoria’s Secret had the same issue. By only showcasing one very specific body type for years, the brand subtly asked: "Do only tall, lean, modelesque women get to feel sexy?" For a long time, the answer seemed to be yes. Even when models of color were introduced, it often felt like a checkbox rather than a shift in values.

In 2018, then-CMO Ed Razek infamously stated that transgender and plus-size models didn’t belong in the fashion show because it, the show, was a “fantasy.” But whose fantasy are we talking about? Certainly not women’s.

That kind of outdated thinking sealed the brand’s reputation as tone-deaf and out of touch.

5. The Rebrand — and Why It Doesn’t Land

By 2019, the fallout was unavoidable. Victoria’s Secret parted ways with Ed Razek and several male board members. The fashion show was shelved until its quiet return in 2024. New campaigns focused on softness, inclusivity, and empowerment.

But... it didn’t hit the same.

By then, brands like Savage x Fenty had already redefined what sexy looks like. Victoria’s Secret tried to pivot, but the rebrand lacked authenticity. The once edgy icon was now playing catch-up. Their new, clean, pastel-toned aesthetic felt more like a watered-down version of Glossier than a bold return.

Truthfully, the only thing still keeping them afloat might be the name itself.

6. Final Thoughts

Victoria’s Secret had her moment in the sun — and she shined bright. Despite the missteps, we can still acknowledge the brand’s cultural impact. They helped shape the way an entire generation viewed lingerie and femininity.

But like many fashion empires, their fall was tied to a refusal to adapt fast enough — or meaningfully enough.

So while the Angels may never return in quite the same way, their legacy lives on — glittery wings and all.