From Adweek · Brittaney Kiefer · · 1m 20s
Victoria's Secret Turns Fashion Show Into Fan Movement
Victoria's Secret reshapes its fashion show into a fan-driven movement with ticket drops and a nationwide Angel search.
In brief
Victoria's Secret reshapes its fashion show into a fan-driven movement with ticket drops and a nationwide Angel search. Victoria's Secret is turning its fashion show into a participatory fan movement with a nationwide search for a new Angel and digital engagement. Originally reported by Adweek.
New Fashion Show Format
Victoria's Secret reshapes its iconic fashion show into a communal event with ticket drops and a nationwide search for a new Angel.
“make sure this year was much more participatory as a night of fun and friendship”
Event Details
This year's show takes place in Los Angeles on Sunday, October 18, streaming globally on YouTube and social channels.
Leadership Changes
Elizabeth Preis joined as chief marketing and customer officer in May 2025, leading the show's revival under CEO Hillary Super.
Sales Turnaround
Victoria's Secret saw Q2 2026 net sales increase 10% to $1.6 billion with comparable sales rising 9%.
Angel Search Series
Victoria's Secret launched Angels Among Us, an episodic series with 100,000 applicants competing for a modeling contract.
Fan Engagement
The show includes weekly ticket drops, AMC theater watch parties, and a post-show TikTok Live with 10,000+ signups.
Future Plans
Victoria's Secret aims to expand its holiday marketing with Valentine's Day and Mother's Day campaigns in 2027.
At a glance
Victoria's Secret is turning its fashion show into a participatory fan movement with a nationwide search for a new Angel and digital engagement.
