The Victoria’s Secret Fashion Show is getting a major makeover.
On Tuesday, the underwear giant announced that it would be bringing the famous runway event to life as a feature-length film, saying, “The reimagined show will be released globally and culminate in a live fashion event this fall.”
According to the official release, the “Victoria’s Secret World Tour” will bring together 20 “new creations from around the world.”
The project comes years after Victoria’s Secret sent its team of genetically gifted “angels” in 2018 and canceled the first incarnation of the annual event.
Since then, the brand has struggled to shed its image of unattainable sexuality, both in terms of advertising and product volume, with the diversity in the market.
The company faces competition from popular brands such as Rihanna’s Savage X Fenty and Kim Kardashian’s Skims, which have disrupted the intimate apparel sector with an engaging marketing and direct-to-consumer approach.
At Victoria’s Secret, shifts like this are scrunched up above the main line.
In the year Billionaire Les Wexner has announced that he will step down as CEO of parent company L Brands in 2020, citing declining sales and criticism of his relationship with convicted sex offender Jeffrey Epstein. In a shareholder complaint filed the following year, Wexner was accused of fostering a “deep-rooted culture of abuse, bullying and harassment.”
Although Victoria’s Secret continues to fall short of expectations, it is still the queen of North America’s recent market, which was recently valued at nearly $12.6 billion.
With that in mind, chief creative officer Raul Martinez said he hopes the “Victoria’s Secret World Tour” will help usher in a new era.
“This film is the ultimate expression of Victoria’s Secret’s brand transformation,” Martinez said in a press release. “It’s fashion, glamour, and fun-driven, with a nod to beloved silhouettes from the past, but bold and fresh.”