by Aria Hsia(photo: Vogue)
As the days grow colder and the nights grow longer, most people find themselves layering clothes on their bodies to keep themselves warm and to hide the fact that they may have gained a few extra pounds in the upcoming holiday season. A specific group of women, however, are working against the current as they train even harder to maintain abs of steel even when the days of sunbathing by the beach are long gone. Each year, right before Christmas season, lingerie empire Victoria’s Secret puts on their annual fashion extravaganza with musical performances by the hottest artists. It is a spectacular display of fashion and art, yet simultaneously a testament to the vanity and superfluous indulgence of Americans. Each year, millions of viewers tune in to watch the “Victoria’s Secret Angels” strut down the runway in their sparkly bras and enormous wings, and wonder what their beauty secrets are. Millions of more girls and young women stare at the screen, at the models with their perfectly curled hair, dazzling white teeth and legs that stretch for miles, then back at their own reflection in the mirror, and begin to hate what they see. With so many young girls watching the show and being exposed to those standards, they begin to believe in that definition of beauty. The 2010s have been defined by groundbreaking business moves that pushed for inclusivity and diversity, in terms of race, size and gender. More and more businesses have adapted to the changing scheme of consumer preferences, yet Victoria’s Secret remains static in their will for advancement. (photo: Vogue) Victoria’s Secret has never been clean of scandal; the show caused controversy as early as 2002, when PETA (People for the Ethical Treatment of Animals) rushed the catwalk with signs protesting the use of animal fur. Among the earlier controversies was one that occured right after the show’s first television broadcast, with complaints that the show was inappropriate for television. The brand has also been been criticized for their insensitivity towards cultural appropriation, due to their costumes that were “inspired” and “borrowed” from certain cultures, including Native American headdresses, African tribal tattoos, and Asian fabric patterns. In 2017, the show was held in Shanghai, a decision that was supposed to demonstrate Victoria’s Secret’s cultural inclusivity and global impact, yet ended up under fire once again. Gigi Hadid, arguably one of the most sought-after models of the decade, was severely criticized after a video of her allegedly “mocking Asians” by squinting her eyes to imitate a Buddha cookie surfaced on the internet. Hadid apologized and was subsequently removed from the show, and Chinese fans were more than happy at the news. Hadid, a household name in the fashion industry, is among the top earning models of the 21st century along with Kendall Jenner. The new generation of Angels is another debatable subject, as many deem the two young models unworthy of their success due to their prestigious family backgrounds. Compared to previous models who worked their way to the top, Jenner was criticized when she revealed that she was “super selective” of the shows that she would do — a luxury that only seems to be applicable to those born into wealth. (photo: Evening Standard) Victoria’s Secret is currently the leading brand and largest retailer of women’s lingerie in the United States, but does their fashion show reflect the same success? Recent statistics have shown that their viewer ratings are slipping, and at a faster rate than they can afford. In 2017, the viewer rate dropped to under 5 million viewers, 32% less than the previous year’s. This year around, the number diminished to just around 3.3 million. It is a stark contrast to the show’s peak in 2001, when 12.4 million viewers tuned in. Their drop in ratings should come as no surprise, as they have continuously been under fire for their refusal to make meaningful changes, notably in representation by hiring women of color, plus-size models, or transgender models. The first Victoria’s Secret Fashion Show was held at the Plaza Hotel in New York City in 1995. Watching clips of the 1995 show, it is remarkable how much the fashion industry has evolved in the recent decade. Where were the massive wings and all the glitz and glam? Early shows featured models in intricately designed lingerie, and the central focus was on the garments themselves. The runway was completely bare save for the Victoria’s Secret brand name printed on the backdrop — there were no flashy sets, no crystal chandeliers, no performing artists, and no backup dancers. The audience’s attention was solely on the models and their statement lingerie. Even their lingerie was different — the models wore products that were actually from their catalogue and that customers could purchase. (photo: allure) What does the Victoria’s Secret Fashion Show say about us as consumers? Perhaps the current generation is so easily swayed by flashy packaging, merely glamming up their marketing stunt is enough to make us believe that we too, can look just like those “angels.” But what we see on screen is only an illusion — once the lights dim and their hair and makeup are removed, perhaps these models are just as ordinary as we are, just a few feet taller. Regardless of the comments that defend the show as a display of art and creativity, at the core, the Victoria’s Secret Fashion show is a marketing ploy that we as consumers indulge in to satisfy our ever-expanding desire for beauty and perfection. But at the end of the day, if it continues to resist change and deny its customers what they want, it’s hard to envision the show’s relevance in the next decade. a
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May 2024
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