Victoria’s Secret is banking on bombshells all over again.

Over more than 20 years on the runway, the Victoria’s Secret Fashion Show catapulted the brand into the collective global consciousness, making household names of generations of its Angels while propagating a narrow, male-driven definition of sexy that left little room for diversity. In the face of cultural change and a dwindling audience, the show was cancelled in 2019 with the promise that the company would evolve its marketing.

During the next several years it did that, bringing on a spokesperson collective that included Megan Rapinoe and Naomi Osaka and expanding its product offering and size range. In 2023, Victoria’s Secret produced a documentary that attempted to further reframe the dialogue around the brand – via the female gaze of women directors and creators. At the time, director Margot Bowman said, “I see this as an opportunity to create a new set of images that more people can find themselves in.”