Victoria’s Secret& & Kylie Jenner

Victoria’s Secret didn’t put on a fashion show. It produced the talking point of the year

On October 18, in Los Angeles, Kylie Jenner made her Victoria’s Secret runway debut wearing the Fantasy Bra, a piece that had not appeared in the show since 2018. Nobody had announced it. Within hours, fashion and entertainment media in several countries were already talking about it.

Stopping at the celebrity anecdote means missing what matters. What is valuable is how a brand got there.

A brand that stopped being relevant

Victoria’s Secret cancelled its show in 2019, after years of criticism over outdated beauty standards and a drop in viewership. It came back in 2024, and this year marks its third edition since that return. It was a brand everyone knew and that, even so, its audience had stopped caring about.

Being known is no longer enough. Relevance is rebuilt with concrete decisions, and this is the list of what it did.

What they did differently

1. They turned the show into a series. Before the event they released “Angels Among Us”, a behind-the-scenes look at the search for their next Angel. The winner was announced during the show and gets a contract with IMG Models. The audience arrived with a story it had already been following.
2. They streamed the event live. They broadcast on YouTube, Instagram and TikTok, with every model’s arrival, every musical performance and backstage moments. Being at the event no longer required a ticket.
3. They brought back an asset they own. The Fantasy Bra has been part of the brand’s history since 1996. Bringing it back after years of absence built anticipation on its own.
4. They cast the lineup as an audience strategy. Last year, Angel Reese became the first professional athlete to walk as an Angel. This year the lineup of performers was all women, with Tate McRae and Megan Thee Stallion among others. Each name brings its own community, and the brand reaches audiences it could not reach before.
5. They saved a surprise. The brand had promised a night full of unexpected moments, and Kylie was the biggest one. Timothée Chalamet and Kris Jenner appeared on camera from the audience, and the conversation happened in real time.

What this means for your brand

Your company does not need a Fantasy Bra or a celebrity. It needs the same logic at its own scale:

• A story with a beginning, a middle and a result, not a one-off post.
• A process you show: the strategy meeting, the shoot day, the result. That is your brand’s series.
• A piece saved for the right moment, with a reason for someone to want to see it.
• Careful production, because content that looks improvised can no longer compete with content that was thought through.

Victoria’s Secret won attention by producing a moment worth watching, not by posting more. That is the shift we are seeing in marketing: from quantity to quality, from the isolated post to production planned as a complete story.

How we do it at Studio Ecoartes

When we produce a campaign at Studio Ecoartes, the camera is one of the last things to be switched on. First there is a meeting where the whole team, strategy, audiovisual and design, sits down to decide what someone should feel when they see the piece and what they should do next. With that settled, the shoot day stops being about filming pretty things and becomes about executing an idea that already exists.

That way of working changed our question. We stopped asking ourselves what we post this week and started asking which story is worth telling and how it will look when we tell it.

Victoria’s Secret did it at the scale of a global fashion show. We do it with brands that are building their place. The logic is the same.

If any of this made you think about your brand, that is a conversation we would like to have.