Victoria’s Secret Downfall: What Went Wrong and What Brands Can Learn
Not a single scandal, but a stack of misses. Here’s why Victoria’s Secret fell from the throne-and a practical playbook any brand can use to avoid the same fate.
If you scroll through fashion news this year, the words "Victoria's Secret" and "scandal" appear together a lot. It feels like the brand went from runway royalty to headline fodder overnight. Why did a company that once defined sexy lingerie end up in a PR nightmare? Below we break down the main events, the fallout, and what it means for anyone who follows fashion or works in the modeling world.
In early 2024 a former model leaked a series of internal emails that showed how the brand handled casting, body standards, and payments. The emails revealed that models were pressured to meet unrealistic measurements and that some were paid less than promised. At the same time, a popular documentary aired footage of a backstage meeting where executives dismissed concerns about diversity and said the brand’s image was "all about the fantasy, not reality."
The leak hit social media hard. Fans and critics shared the documents, adding their own stories of being excluded or underpaid. Influencers who had once promoted the brand started pulling their posts. Even the company’s own CEO faced tough questions during a live interview, and the stock price slipped a few percent within days.
Another twist came when a former designer revealed that the iconic runway show had been staged with mannequins for several segments, so the models weren’t actually walking the catwalk. That revelation made people wonder how much of the show was real and how much was a marketing trick.
The scandal forced other lingerie and fashion brands to take a closer look at their own practices. A few announced new transparency reports, promising to publish model contracts and pay scales. Some rival brands even launched ad campaigns that highlighted body positivity, trying to capture the audience that felt let down by Victoria's Secret.
For models, the fallout opened doors to more honest conversations about agency fees and working conditions. Many started using hashtags like #ModelRights to share their experiences, and a few agencies began offering contracts that explicitly forbid body-shaming clauses.
Consumers also shifted their buying habits. Sales data from the last quarter shows a noticeable dip in Victoria's Secret’s top-selling items, while niche boutique brands saw a modest rise. Shoppers say they want brands that match their values, not just their style.
If you’re a fan of the brand, the scandal might feel like a betrayal, but it also gives a chance to see how the industry can improve. Keep an eye on new policies, watch for updated model contracts, and support companies that are transparent about their practices.
In short, the Victoria's Secret scandal is more than a gossip headline. It exposed hidden practices, sparked industry-wide changes, and reminded us that fashion isn’t just about looks—it’s also about how people are treated behind the scenes.
Not a single scandal, but a stack of misses. Here’s why Victoria’s Secret fell from the throne-and a practical playbook any brand can use to avoid the same fate.
