Gigi Hadid is stepping back into Victoria's Secret's famous wings for the 2026 Fashion Show, but her return represents far more than a glamorous runway comeback.
The supermodel's announcement has reignited excitement around one of fashion's most iconic events while also reviving a difficult question for the lingerie giant: has Victoria's Secret truly transformed, or is it simply bringing back the image that once made it a global powerhouse?
Hadid, 31, was revealed as the first confirmed model for the upcoming show, which will take place in Los Angeles instead of its traditional New York location. The brand described the city as the 'birthplace of glamour, stardom and icons', signalling its ambition to reconnect with the spectacle and celebrity appeal that defined its earlier years.
Sharing her excitement about the news, Hadid posted a playful video announcing her return, joking: 'Get in, Angels, we're going to LA!'
The announcement marks a major moment for both the model and the brand. Hadid first walked the Victoria's Secret runway in 2015 after several attempts to audition for the show, eventually becoming one of the most recognisable faces of the brand's modern era.
But while fans may welcome the return of a familiar supermodel, Victoria's Secret's comeback remains overshadowed by the controversies that forced the company to rethink its identity.
Victoria's Secret's Rocky Past and Fight To Rebuild Its Image
For years, the Victoria's Secret Fashion Show was one of the biggest events in fashion, known for extravagant wings, celebrity performances and a lineup of the world's most famous models.
At its peak, the annual show attracted millions of viewers and helped turn the 'Victoria's Secret Angel' into a global symbol of beauty and glamour.
However, the brand's reputation declined as consumers criticised its narrow representation of beauty and questioned whether its traditional image reflected modern audiences.
The backlash intensified in 2018 after controversial comments from former executives were widely criticised as outdated and exclusionary. In 2019, Victoria's Secret cancelled the fashion show amid falling ratings, changing consumer attitudes, and growing calls for greater diversity.
Since then, the company has attempted to reinvent itself by moving away from its original Angel-focused identity and introducing a wider range of models, ambassadors, and campaigns that reflect diverse backgrounds and body types.
When the show returned in 2024 after a six-year break, Victoria's Secret positioned it as a new era rather than simply a revival of its former formula.
Yet critics remain divided over whether the changes represent a genuine transformation or a strategic response to years of backlash.
Gigi Hadid's Return Tests Victoria's Secret's New Direction
Hadid's comeback highlights the difficult balance Victoria's Secret is trying to achieve. She represents the glamour and supermodel appeal that helped make the show famous, but her return also raises questions about whether the brand can celebrate its history while proving it has genuinely changed.
The model has previously spoken about her journey with Victoria's Secret, including the determination it took to secure her place on the runway. Her return marks a full-circle moment for someone closely linked to the brand's previous era.
However, nostalgia alone may not be enough to win back audiences.
Critics have questioned whether bringing back famous models and elements of the traditional Angel aesthetic risks returning Victoria's Secret to the same formula that sparked criticism.
The challenge for the brand is proving that its evolution goes beyond casting choices and marketing campaigns. Modern consumers are increasingly focused on authenticity, transparency and whether companies genuinely live up to the values they promote.
The 2026 Los Angeles show will be a crucial test. With Hadid leading the comeback, Victoria's Secret is embracing the glamour that built its legacy, but it must prove its future is more than a polished version of its past.
As the runway lights prepare to shine again, audiences will be watching closely to see whether Victoria's Secret has truly earned its second chance.
