Beyond the digital broadcast, the brand is introducing tangible ways for the public to get involved in the spectacle. One of the most significant changes this year is the introduction of ticket drops, a move that democratizes the live experience. By offering opportunities for fans to attend the show in person through these drops, Victoria’s Secret is moving away from the era of strictly curated celebrity guest lists and toward a model that rewards its most loyal supporters. This approach mirrors the "drop" culture prevalent in the streetwear and luxury markets, creating a sense of urgency and excitement while maintaining a focus on the customer.
Perhaps the most symbolic element of this brand transformation is the nationwide search for a new Angel. For decades, the "Angel" title was one of the most exclusive and coveted designations in the modeling world, reserved for a select few who represented the brand’s specific, and often criticized, standard of beauty. By opening up a nationwide search, Victoria’s Secret is effectively reclaiming and redefining the term. This initiative suggests a move toward a more inclusive and representative selection process, allowing the brand to discover talent that reflects the diversity of its actual customer base. It bridges the gap between the brand’s storied legacy and its modern, more progressive mission.
The transition from the old Victoria’s Secret to the new has been a multi-year journey. For a long period, the brand struggled to reconcile its historic marketing tactics with a rapidly changing cultural climate that demanded more authenticity and body positivity. The "rebuilding" phase mentioned by the brand involves more than just a change in aesthetic; it involves a fundamental shift in how the company perceives its role in the lives of women. The move to Los Angeles for this year’s show further emphasizes this fresh start, providing a vibrant, West Coast backdrop that contrasts with the traditional New York City settings of the brand’s past.
The role of Elizabeth Preis has been pivotal in navigating this transition. Joining the company in mid-2025, she arrived at a time when the brand was already deep into its transformation but needed a cohesive strategy to translate its new values into large-scale consumer events. Her focus on "participatory" marketing suggests a belief that the future of the brand lies in its ability to act as a facilitator of social connection. By framing the fashion show as a "night of fun and friendship," the brand is attempting to pivot away from the "male gaze" criticisms that dogged its previous iterations and instead position itself as a brand by women, for women.
The integration of TikTok Live as a post-show platform is particularly telling of the brand’s current priorities. TikTok has become a primary hub for fashion discourse, where trends are born and brand reputations are often tested. By hosting an official live event on the platform immediately following the show, Victoria’s Secret is taking control of the narrative and inviting its audience to participate in the conversation directly. This level of transparency and immediacy is a far cry from the highly edited, tape-delayed television specials that once defined the brand’s media presence.
