Victoria's Secret was once the undisputed titan of lingerie retail, a brand so powerful its annual fashion show became a global television event, defining beauty standards for a generation. But its downfall was not sudden.
It was driven by a slow-burning scandal over diversity, exclusionary ideals, and controversial leadership comments that ultimately forced a dramatic reckoning across the industry.
At the centre of the backlash was a growing belief that the brand's image no longer reflected the women it claimed to serve. What followed was a reputational collapse that reshaped not only Victoria's Secret but the entire lingerie industry.
According to a detailed historical breakdown by Business Insider, the company's decline was tied to shifting cultural expectations, rising competition, and repeated criticism over its narrow definition of beauty.
The 'Angel' Fantasy, Backlash, and Industry Uproar
For years, Victoria's Secret built its empire on a highly curated fantasy: ultra-thin models, uniform body types, and a hyper-glamorous runway aesthetic known as the 'Angels'. The formula worked until it didn't.
As social media transformed the fashion conversation, consumers began demanding representation across size, ethnicity, and identity. The brand's long-standing refusal to evolve its casting became increasingly controversial, with critics arguing it promoted unrealistic and exclusionary beauty standards.
The most damaging moment in the brand's modern history came after comments linked to former marketing executive Ed Razek. In a widely reported interview, Razek dismissed the inclusion of transgender and plus-size models in the brand's iconic fashion show, sparking immediate global outrage.
The remarks were widely condemned as outdated and exclusionary, intensifying criticism that Victoria's Secret was disconnected from modern cultural values. The backlash spread rapidly across social media, where consumers and industry figures accused the brand of failing to acknowledge evolving standards of representation.
At the same time, competitors began capitalising on the shift. Rihanna's Savage X Fenty built its identity around diversity and inclusion, showcasing models of different body types, genders, and ethnicities, directly challenging Victoria's Secret's long-standing aesthetic dominance.
The contrast became impossible to ignore: one brand representing a narrow fantasy, the other embracing broad representation as its core identity.
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Decline, Disruption, and a Forced Reinvention
By the late 2010s, the consequences were visible. Store traffic weakened, cultural relevance declined, and the once-dominant Victoria's Secret Fashion Show was increasingly criticised as out of step with modern audiences. In 2019, the televised show was officially cancelled, a symbolic end to an era.
The decision followed mounting pressure from consumers and declining public interest, as well as broader scrutiny of the company's internal culture. Industry analysts linked the downturn not only to reputational damage, but also to a failure to respond quickly to shifting market expectations.
As reported by Business Insider and other industry analyses, the brand's leadership misjudged how quickly inclusivity would become a commercial expectation rather than a niche demand.
Some models and insiders later described a culture that prioritised a narrow aesthetic for too long, leaving the brand vulnerable when public sentiment shifted.
The wider fashion industry, meanwhile, moved on. Competitors embraced inclusivity as both a moral stance and a business strategy, accelerating Victoria's Secret's loss of dominance.
