Though rarely uttered in the same sentence as legacy heritage brands such as Ralph Lauren or Calvin Klein, a compelling case can be made for Victoria’s Secret standing proudly as one of America’s great fashion exports. Despite its foundational focus on skimpy output—comprising bras, underwear, and other barely-there underpinnings—the brand casts an outsize spell on consumers, deeply embedding itself within the national sense of self and popular culture. To measure its sheer footprint, consider its financial metrics: last year alone, Victoria’s Secret raked in approximately $6.5 billion, marking a solid 5 percent increase year-over-year. Meanwhile, its tentpole marketing bonanza, the legendary Victoria’s Secret Fashion Show, drew an estimated 2.9 million pairs of eyeballs. While competing luxury houses may hold bragging rights for hosting the most exclusive and intimate runway presentations, Victoria’s Secret can handily boast about orchestrating the biggest, most widely consumed spectacle in the entire industry.
Now, the iconic Victoria’s Secret Fashion Show is back once again, with its famous "angels" touching down on the sun-drenched West Coast for a cinematic production. This year’s blowout spectacle takes place on the historic Sony lot in Los Angeles, transforming a legendary Hollywood studio space into a high-octane fantasy land. A stellar lineup of A-list supermodels—including Gigi Hadid, Paloma Elsesser, Adriana Lima, Candice Swanepoel, Ashley Graham, Joan Smalls, and many more—traipsed the length of the massive runway. Their grand processions were punctuated by energetic live performances from an array of au courant pop stars that collectively underscored the brand’s enduring cultural and financial might. The musical roster featured heavy hitters and rising stars alike, including Tate McRae, KATSEYE, Megan Moroney, and Megan Thee Stallion. And, naturally, the evening featured the triumphant return of the brand’s much-ballyhooed Fantasy Bra, a curve-hugging, intricately engineered piece of lingerie loaded with precious diamonds and unveiled on a VIP model.
"I think that we’re sort of this idea of the American dream, and certainly the American fantasy," says Adam Selman, who has held the pivotal roles of executive vice president and chief creative officer at Victoria’s Secret for around a year and a half. Under his creative purview, the brand has been tasked with executing a remarkably tricky tightrope dance: remaining unapologetically sexy without slipping into the prurient, staying playful without crossing into cheese, and radiating intense desirability without ever feeling condescending to its modern audience. "I think that along the brand’s journey, it’s done an amazing job of capturing that cultural relevancy," Selman continues, reflecting on the historical weight and pop-culture gravity of the label. "And the show really did that. It cut through. It still does that today as being one of the biggest fashion shows in the world and something that millions and millions of people tune into."
Selman’s relationship with the brand stretches back decades, rooted in the rich tapestry of American retail memory. He recalls his mother instinctively averting his eyes from Victoria’s Secret storefronts when he was growing up outside Waco, Texas, a common suburban vignette from an earlier era. Later in life, he remembers tagging along with his female friends when they would make enthusiastic pilgrimages to one of its bustling mall outposts. Selman—whose impressive professional pedigree includes working alongside the influential costume designer Zaldy and collaborating with global megastar Rihanna on her groundbreaking lingerie line, Fenty—was named executive vice president and chief creative officer last year. Under his tenure, he emphasizes a deliberate mandate: keeping "the joy of the brand" front and center while deliberately maintaining a healthy, self-aware sense of humor.
"The brand has its own kitschy past and its own sense of humor—everything with a wink and a nod," Selman explains, expressing genuine affection for the label’s heritage. "And I love that."
It is no secret within the fashion industry that Victoria’s Secret remains a deeply divisive cultural touchstone. To some critics, its aesthetics can feel tied to outdated, restrictive ideas of femininity, while to others, it represents harmless, nostalgic, and old-fashioned fun. Selman has adeptly navigated this dichotomy by infusing the brand with an intelligent layer of camp, transforming its traditional boudoir romp ethos into something that feels knowing, self-aware, and thoroughly modern.
"I don’t want to dress women up like dolls or in costumes," Selman clarifies, discussing his approach to designing undergarments and runway looks for the modern consumer. "I want it to be fun, and I want it to be serious at the same time, but always with the utmost respect for women."
This philosophy guides the brand as it attempts to reconcile its storied past with contemporary demands for representation and authenticity. Rather than running away from its history or erasing the elements that made it a household name, the creative team is working to evolve the underlying message.
"We don’t have to lose what the brand inherently stands for without being a modern, inclusive version of that," Selman adds, summarizing his vision for the future. "The two can exist together."
Ahead of the big day, as the finishing touches were applied to the sprawling Los Angeles set and the final fittings were locked in, photographers were granted exclusive access to capture the meticulous backstage prep. From hair and makeup stations bustling with top-tier beauty talent to racks overflowing with glittering wings, silks, and diamonds, the intensive labor behind the scenes underscored the sheer scale required to pull off one of the biggest fashion shows in the world.