Victoria Secret Show Cancellation Is A Sign That Brands Must Evolve [OPINION]

The articles throughout Bustle’s site follow a variety of formats. Some pieces are guides on how to get through a break-up or a list of new makeup products readers need to try. Others are celebrity news or lifestyle pieces which seems to include a steady flow of images, hyperlinks, and segmented paragraphs. There is a good mix of modern and traditional opinion on their site. For this second modern opinion piece I decided to follow the style of mixing the two (modern and traditional) while mirroring that layout of segmented paragraphs, hyperlinks, and appropriately placed images.

Well it’s official, there are no angel wings in sight for 2019 as the Victoria Secret Fashion Show has been cancelled. The world-famous event has showcased models for years as they embellish a runway stage in different forms of extravagant lingerie, but after nearly two decades the show is no more. Feeling a little shocked? Perhaps blindsided by the news? I am going to take a wild guess and say no because despite the never-ending hype around the event, people are at their wits’ end with the predetermined idea that women and men’s bodies must “look” a certain way. Go ahead… let out that long awaited sigh of relief because this cancellation is a headline, we don’t mind reading.

L Brands, Victoria Secret’s Parent company has communicated that they want to evolve the marketing of the Victoria Secret brand and hope to grow with these new “planned” changes. There was no extreme detail that went into the explanation behind the cancellation other than this message of turning the brand image around. It is no secret their lingerie line has been a powerhouse in past years. However, ratings have plummeted and left them pondering why the viewership ratings of the fashion show have been so low since it first aired back in 2001.

But why? If the brand hasn’t yet changed… what has?

I have one word for you: inclusivity. People are screaming for it – whether it’s the fashion industry, modeling, brand marketing, etc. Throughout history our minds have been trained to believe the ONE trait that makes someone eligible for beauty or gets them through the gates of relevance is being thin. The sad part? If you were to line every Victoria Secret model up and look at the finished product, thinness is what they would have in common. Is this what people want celebrated on a runway? No, it’s not. Customers want to feel a sense of identity with a brand and this happens within the direction of merchandise as well as how it resonates with their customers. Plus size women are not going to tune into a fashion show that promotes body sizes they simply cannot relate to and why should they? Even the average young woman sitting at home isn’t going to relate to it because their message isn’t realistic or attainable. Brands need to change the way they approach body positivity, it’s as simple as that.

The $7 billion lingerie empire has been built on the concept that “sex sells” which has trailed with controversy time and time again. When asked about doing a special on plus sized or transgender models, chief marketing officer of Victoria Secret’s parent company, Ed Razek, dismissed the topic altogether. Since then, he has stepped down from his position and is no longer associated with the brand. Past ties with accused sex trafficker Jeffrey Epstein didn’t help preserve the longevity of the show either. Les Wexner, L Brands CEO has faced enhanced measures of pressure since close relationship with the late sex offender, and expectations of Victoria Secrets revenue has continued to fall short.

The announcement to cancel the 2019 show came about on November 21st, but now, just a few weeks later, a former angel is voicing her thoughts on the matter. Interestingly enough, Karlie Kloss is not surprised by the news and believes the minimal interest reflects society today – consumers want brands that celebrate inclusivity, body positivity, and make sustainable efforts. Kloss didn’t feel the role as an “angel” allowed her to cast an image of who she was or send the proper messages to young women in search of their own definitions of beauty.

At this point in time, brands need to understand that women are writing their own narratives and finding inspiration in the real world, not some fantasy on a runway. It’s one thing to say you’re going to change or work at something but until you show it, all people see are empty promises. Victoria Secret is a brand that harnesses enough power to put positive change into effect but without recognizable efforts towards inclusion, they remain stagnant.

Brand identity in 2019 has been deeply rooted in female empowerment and as we continue our way into the new year this is only going to get stronger. As the angels hang up their wings for the time being, we move forward with the vision of changing industry norms.