Victoria’s Secret 2025 Comeback: The Rebirth of an Icon and Why Australia Is Watching Closely
In 2025, Victoria’s Secret is once again the talk of the fashion world — and this time, Australia is at the center of the buzz.
From the long-awaited revival of its famous fashion show to its growing presence in Australian retail, the brand’s name is everywhere — on fashion blogs, social media, and news outlets alike. But what’s behind this resurgence, and why are Australians paying so much attention?
Let’s explore the full story — the glamour, the changes, the controversies, and what this comeback could mean for fashion’s future down under.
The Grand Return: Victoria’s Secret Fashion Show 2025
After a four-year hiatus, Victoria’s Secret brought back its most famous event — The Victoria’s Secret Fashion Show — in spectacular style. Held in New York but streamed worldwide, including across major Australian platforms, the show was not just about lingerie; it was about reinvention.
The brand, long known for its signature “Angels,” has shifted its tone toward diversity, empowerment, and storytelling.
Adam Selman, the show’s new creative director, described this year’s edition as “a celebration of individuality, art, and fantasy.” Gone are the days of purely showy glamour; this new iteration feels more cinematic, emotional, and inclusive.
Highlights That Stole the Spotlight
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Jasmine Tookes made headlines as she proudly walked the runway while pregnant, symbolizing strength and motherhood.
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Angel Reese, the American basketball sensation, became the first-ever professional athlete to walk in a Victoria’s Secret fashion show — a groundbreaking move that thrilled sports fans and feminists alike.
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Australian models had their moment too: Adut Akech, Angelina Kendall, and Abény Nhial represented Australia with confidence, grace, and cultural diversity.
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A viral music mashup of Britney Spears’ “Toxic” and the Bollywood classic “Tere Mere Beech Mein” electrified the runway — a fusion that celebrated global influences and resonated strongly in multicultural countries like Australia.
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Musicians including Karol G, Missy Elliott, TWICE, and Madison Beer performed live, adding energy and emotion to the visuals.
Even the smallest details — from the glossy “lip-gloss nails” trend to soft pastel makeup and airy wings — showcased the brand’s commitment to balancing fantasy with realism.
A New Vision: From Fantasy to Feminine Power
Victoria’s Secret is known for its glitz, but this comeback marks a clear shift in message.
The brand is working to redefine what “sexy” means — no longer confined to one body type, ethnicity, or gender identity. Instead, the focus is on confidence, comfort, and individuality.
Adam Selman’s creative direction introduced new storytelling elements — every segment of the runway had a narrative: from self-love to rebirth to community.
The overall theme could be summarized as “every woman’s wings look different.”
This evolution didn’t come easily. For years, the brand faced criticism for promoting narrow beauty standards. But now, it’s openly addressing those critiques through more diverse casting and campaigns.
While some critics argue that the change feels cautious, others see it as an honest effort toward progress. Either way, it’s a step in the right direction.
Australia’s Growing Role in the Victoria’s Secret Comeback
Australia has become one of Victoria’s Secret’s fastest-growing international markets.
Once accessible only through overseas shipping or limited boutiques, the brand has now fully launched across major Australian cities — Sydney, Melbourne, Brisbane, and Perth — both in physical stores and through an enhanced digital platform.
1. Full Retail and Digital Expansion
For Australian shoppers, the new Victoria’s Secret Australia experience includes:
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Lingerie, lounge, and activewear collections tailored for local climates
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Beauty and fragrance lines featuring AI-based fragrance matching
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Virtual bra-fitting tools and online styling sessions
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Localized logistics — faster delivery and simpler returns
This expansion aims to make the brand more accessible, inclusive, and relatable to Australian customers.
2. Representation on the Runway
The inclusion of Australian models in the global show has been a major talking point.
Adut Akech, originally from South Sudan but raised in Adelaide, has become a powerful voice for inclusivity and self-acceptance in fashion.
Angelina Kendall and Abény Nhial also brought Australian pride to the runway, showing that the country’s talent continues to shine internationally.
For many Aussies, this representation isn’t just symbolic — it’s inspiring. It shows that beauty in today’s fashion world is global, diverse, and deeply personal.
3. Cultural Connection and Media Buzz
Australia’s media has responded with fascination. Lifestyle outlets like ELLE Australia and Vogue Australia have published in-depth features about the new direction of the show.
Social media platforms lit up with reactions, especially from young audiences who appreciated the mix of body diversity and pop culture elements.
In short — Australia isn’t just an observer; it’s part of the story.
The Past Still Lingers: Victoria’s Secret’s Controversial Legacy
Despite the celebration, Victoria’s Secret’s comeback comes with challenges.
The brand carries a complex history that it cannot ignore — and much of the public conversation revolves around how it’s confronting that past.
For decades, the brand dominated the lingerie industry with its ultra-glamorous “Angels” and larger-than-life fashion shows. But by the late 2010s, public attitudes shifted. People began questioning the brand’s lack of diversity and unrealistic portrayals of women.
Former marketing executive Ed Razek’s controversial comments about not including plus-size or transgender models in past shows triggered global backlash.
In addition, the brand’s past ties to Jeffrey Epstein’s network cast a long shadow on its image.
These issues led to a total shutdown of the show in 2019. What we’re seeing now in 2025 is not just a revival — it’s an attempt at redemption.
Is the Change Genuine?
Critics are divided.
Some praise the brand for making visible efforts to become more inclusive and self-aware. Others question whether these changes are enough — or if they’re just a marketing move.
Still, there’s no denying the progress:
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More representation of different body shapes and ethnicities
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Models who are athletes, mothers, and activists
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Campaigns focused on empowerment rather than objectification
Time will tell if the transformation sticks, but the willingness to evolve is a positive start.
The Fashion Industry at a Crossroads
Victoria’s Secret’s evolution mirrors a broader shift in the global fashion landscape.
Consumers, especially younger generations, now demand authenticity, inclusivity, and ethical responsibility from brands. The glitz alone isn’t enough; people want values behind the visuals.
In Australia, where fashion culture is deeply connected to self-expression and sustainability, this shift is even more relevant. Local brands such as Bonds, Bras N Things, and Cotton On Body have already embraced body positivity and sustainability in their marketing.
For Victoria’s Secret to thrive in this market, it must align with those expectations — offering not only style but also substance.
Why Australians Should Care About This Comeback
Beyond the runway spectacle, there are real reasons Australians are paying attention to Victoria’s Secret’s revival:
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New Retail Opportunities:
The expansion creates more shopping choices and competitive pricing in the lingerie market. -
Representation and Role Models:
Seeing Australian women, especially from diverse backgrounds, walk on global stages helps broaden perceptions of beauty. -
Cultural Reflection:
Australia’s fashion scene often mirrors global trends — this revival could influence how other brands redefine “sexy” and “empowered.” -
Digital and Tech Innovation:
With features like virtual fittings and AI-driven recommendations, the Australian arm of Victoria’s Secret is positioning itself as a tech-forward fashion brand. -
Empowerment Over Objectification:
The modern consumer values confidence and comfort over perfection — a message Australians have embraced across multiple industries.
The Road Ahead: Can Victoria’s Secret Truly Evolve?
Reinvention is never easy, especially for a brand with such a storied and controversial past. But Victoria’s Secret seems determined to rebuild from the ground up.
Its new campaigns emphasize “real women with real stories,” and its fashion show feels more emotionally resonant than ever.
However, genuine change takes time. The fashion industry is watching closely, as are consumers who’ve grown wary of performative inclusivity. The next few years will decide whether Victoria’s Secret becomes a true symbol of transformation — or slips back into old patterns.
Final Thoughts
Victoria’s Secret’s 2025 comeback marks a defining moment not only for the brand but for fashion as a whole.
From bold casting choices and breathtaking visuals to a conscious effort to promote diversity and empowerment, this new era signals hope for a more inclusive fashion future.
For Australians, the excitement is twofold — celebrating local models shining on international runways and witnessing the global fashion conversation evolve toward something more authentic, empathetic, and inclusive.
Whether you’re a long-time fan or a curious observer, one thing’s for sure:
Victoria’s Secret is no longer just about lingerie — it’s about rediscovering identity, confidence, and the many forms of beauty that exist in the world today.
