Victoria’s Secret is “so back!” as major press outlets highlight the success of the new show, which has already earned 40.6 million engagements and $38.4 million in Earned Media Value (EMV)—and the numbers continue to rise. Coverage from influential publications like Vogue, Interview Magazine, Hypebae, and Bustle Media generated 83% of total engagement.
In this new chapter, the brand is embracing inclusivity and diversity, reflecting the evolving expectations of today’s consumers. The #VSFS24 showcased this commitment by featuring transgender models Alex Consani, Valentina Sampaio, and body-positive advocate Ashley Graham. This inclusive approach positions Victoria’s Secret as more in tune with modern values, highlighting that without such a shift, legacy brands risk losing cultural relevance and consumer loyalty.
Gigi Hadid’s return on the Victoria’s Secret runway generated the widest echo, reaching an impressive 126 million people and accounting for 35% of the show’s total online mentions. Other key contributors included Adriana Lima with 124 million exposures, Tyra Banks with 118 million, and Bella Hadid with 111 million. Emerging talent Alex Consani also made waves, generating 12 million engagements and $2 million in EMV.
The music lineup played a significant role as well, featuring Tyla, Blackpink’s Lisa, and Cher. Lisa accounted for 43% of total mentions, generating 1.2 million engagements and $3.8 million in EMV. Cher’s nostalgic performances captured even more attention, earning 1.6 million engagements and $4 million in EMV, showcasing our ongoing fascination with iconic artists.
By leveraging a mix of digital platforms, streaming services like Prime Video, and traditional media, #VSFS24 reached over 126 million people, highlighting the importance of a diverse engagement strategy. The return of Victoria’s Secret coincided with TikTok’s rise, which magnifies pop culture moments and contributed 81% of overall interactions, outperforming Instagram.
With a new direction and a commitment to inclusivity, Victoria’s Secret is redefining its legacy and reconnecting with a diverse audience in today’s dynamic cultural landscape.
