Victoria’s Secret models are hitting the runway again after its popular fashion show took a four-year break.
Chief financial officer Timothy Johnson revealed the news during the company’s 2022 earnings call on Friday, per People.
“We’re going to continue to lean into the marketing spend to invest in the business, both at top-of-funnel and also to support the new version of our fashion show, which is to come later this year,” Johnson said.
The company further said in a statement that it was “always innovating and ideating in all spheres of the business to continue to put our customer at the center of all we do.”
“As we’ve previously shared, our new brand projection and mission will continue to be our guiding principle,” the statement continued. “This will lead us into new spaces like reclaiming one of our best marketing and entertainment properties to date and turning it on its head to reflect who we are today. We’re excited to share more later this year.”
The Victoria’s Secret Fashion Show came under scrutiny and was eventually canceled in 2019 following criticism that it didn’t include a wide range of sizes and body types.
“Fashion is a business of change. We must evolve and change to grow,” CEO Leslie Wexner said in 2019 while announcing the end of the fashion show. “With that in mind, we have decided to rethink the traditional Victoria’s Secret Fashion Show.”
Since then, the company has been promoting models of all different sizes to sell lingerie. But despite these efforts – or perhaps because of them — Victoria’s Secret has suffered financially.
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The brand replaced some of its models with soccer star and liberal activist Megan Rapinoe and even included a transgender-identifying man in the mix to appease critics. But none of that worked to restore Victoria’s Secret to its former financial status.
Sales for the lingerie company dropped by 4.5% to $1.5 billion in 2022, representing a decline of 8% compared to the previous year.
“Instead of lowering their prices or improving their quality, they killed the Angel and the entire fantasy along with it,” Evie Magazine editor-in-chief Brittany Martinez previously told The Daily Wire while discussing the brand’s steep decline. “They made a critical mistake many companies have made: they obsessed over their competitors and the media instead of obsessing over their customers.”
The annual fashion show was first held in August 1995. It ran 23 more times in following years, taking a break in 2004.