OPINION: Victoria’s Secret has gone viral. But has it lost its magic?

Editor’s note: All opinions, columns and letters reflect the views of the individual writer and not necessarily those of the IDS or its staffers.

I was about six years old when I started watching the Victoria’s Secret Fashion Show. Back then, the runway felt like another universe — unbelievable heels, elaborate wings and models who made walking in lingerie feel like one of the most important events in fashion. 

Despite being only a child, I knew something was spectacular. 

Watching this year’s show, I found myself wondering where the allure and excitement went. The show was glamorous, the performances were entertaining and some of the iconic wings that are usually presented in the Victoria’s Secret runway caught my attention. But I still left the show without the feeling I remember from years past. 

Maybe growing up has changed how I see things. Or maybe Victoria’s Secret shifted their focus to making a viral fashion show, forgetting what made the runways worth watching to begin with.  

The return of the “Fantasy Bra” seemed like the best opportunity to bring back some of that magic. According to Vogue, this year’s $50 million design, created by Jacob & Co., featured 4,410 natural diamonds and a 75.54-carat yellow diamond classified as “Fancy Vivid,” a designation for its intense color . It took 15 craftspeople more than 1,000 hours to create. This was the Fantasy Bra’s first appearance on the runway since 2018, with an entirely new design,guaranteeing its comeback as one of the show’s most memorable moments.  

And who wore it? 

Kylie Jenner. 

Really? 

The entertainment personality and businesswoman is one of the most recognizable celebrities in the world. Of course, her appearance was going to generate headlines. ELLE magazine described the moment as a point where fashion, pop culture and nostalgia met.  Drawing even more attention, Jenner’s boyfriend, A-list actor Timothée Chalamet, watched from the audience. 

The Fantasy Bra used to feel like the ultimate modeling milestone in past runways. First introduced in 1996, the bra’s traditions included selecting one of Victoria’s Secret’s top models to wear a specially designed, jewel-encrusted design valued at millions of dollars. With a unique look every year, the reveal of both the piece and its model was one of the most anticipated moments of the runway. Gisele Bündchen, Heidi Klum and Adriana Lima each made wearing this piece into a fashion show of its own. 

Now, the conversation is not about the relation between the model, the garment and the runway, but is instead centered on celebrity recognition. 

I’m not saying Jenner and other celebrities have no place in fashion. I’m questioning the kind of representation Victoria’s Secret wants in its biggest moments. If they hope to have the most talked-about runway, celebrity casting makes sense. If the purpose is to celebrate the art of modeling, however, then fame is not enough. Social media has made it easier for brands to reach millions of people with just a single face, post or viral video. But being able to attract people and being able to model a garment are two different skills. 

Professional modeling requires models to know how to use different camera angles, adapt to different settings and look as natural as possible, skills that take practice and experience to develop. Models should not depend on follower counts alone. Casting directors expect simple and unedited photographs against plain backgrounds, allowing them to evaluate the model’s natural appearance, facial features and body proportions without distractions. 

Victoria’s Secret has good modeling talent. Alex Consani and Anok Yai, both featured in this year’s show, are examples of models whose presence deserves attention. The brand’s YEAR initiative, Angels Among Us, followed a nationwide search for a new Angel, a prestigious title that elevates standard models into global celebrities. The competition granted Solange Omon the opportunity to make her debut this year. Finding the next generation of models should be part of the excitement, rather than depending on a celebrity guest list. 

Danielle Pergament, a contributing editor for Allure magazine, questioned whether the show’s celebrity-heavy atmosphere and familiar beauty standard still offers something meaningful to the audience. The brand keeps favoring traditionally thin models despite their effort to promote inclusivity,…