The evolution of Victoria’s Secret, a brand that once defined the pinnacle of exclusive high-fashion spectacle, is reaching a significant new milestone this autumn. After years dedicated to a rigorous and highly publicized rebuilding of its corporate image and brand identity, the company is preparing to unveil its latest iteration of the iconic Victoria’s Secret Fashion Show. This year, the event is set to take place in Los Angeles on Sunday, October 18, signaling a departure from the traditional runway formats of the past and embracing a strategy centered on community, inclusivity, and direct consumer participation.
The upcoming show represents the second major production under the guidance of Elizabeth Preis, the brand’s Chief Marketing and Customer Officer. Preis, who joined the executive leadership team in May 2025, has been a driving force behind the company’s efforts to modernize its relationship with its global audience. Under her tenure, the brand has sought to dismantle the barriers that once made the Victoria’s Secret Fashion Show an elite, invite-only affair, transforming it instead into a communal experience that prioritizes the bond between the brand and its customers.
The decision to lean into a more accessible format was not accidental. According to Preis, the strategy for this year’s event was heavily influenced by the behavior of the brand’s own community during the 2025 show. While observing how fans engaged with the brand’s content, the leadership team noticed a recurring theme: the fashion show was no longer just a broadcast to be consumed passively; it was an occasion for social gathering. Fans were organizing their own viewing parties, sharing real-time reactions, and celebrating the event as a collective experience.
Preis noted to ADWEEK that these observations became the blueprint for the current year’s planning. The goal for the Los Angeles show is to ensure that the event feels more participatory, framed not just as a display of new collections, but as a night of fun and friendship. This shift reflects a broader trend in the retail and fashion industries, where legacy brands are increasingly looking for ways to foster genuine community engagement in an era where digital connectivity defines the consumer experience.
To achieve this level of accessibility, Victoria’s Secret is leveraging a multi-platform digital strategy that ensures the show can be viewed by anyone, anywhere. The event will be streamed globally on YouTube and across the brand’s various social media channels. However, the engagement does not end when the final model leaves the stage. In a first for the brand, Victoria’s Secret will host a post-show TikTok Live, allowing for immediate interaction and a "behind-the-curtain" look that caters to the preferences of a younger, digitally native demographic. This move toward real-time, interactive content is a cornerstone of the brand’s effort to remain relevant in a fast-moving social media landscape.
