After a four-year hiatus, the Victoria’s Secret fashion show will make its return on Sept. 26, 2023, on Amazon’s Prime Video streaming service.
Victoria’s Secret pioneered the idea of a lingerie fashion show in 2001 and turned the annual event into a nationwide television spectacle. But after years of criticism due to the event’s perceived objectification of women and lack of body diversity, the brand paused the show in 2019, and it’s been on hiatus since. Earlier this year, executives hinted at a return.
Now the company is billing the reimagined show as “an unrivaled viewing experience that celebrates the mission of Victoria’s Secret — to uplift and champion women on a global scale.” Part fashion event and part documentary, The Victoria’s Secret World Tour will be available to Prime members in more than 50 countries. The special will take viewers on a journey through the creation of The Tour with behind-the-scenes footage and stories of the VS20 — a group of 20 global creatives who will conceive four fashion curations from the cities of Bogota, Columbia; Lagos, Nigeria; London; and Tokyo, alongside custom Victoria’s Secret designs.
“This collaboration creates an unparalleled viewing experience, bringing the magic of The Tour directly to audiences far and wide,” said Greg Unis, Brand President of Victoria’s Secret and Pink in a statement. “Through this collaboration, we are reinforcing our commitment to delivering captivating content that celebrates our heritage and resonates with our customers.”
Following the release of The Tour on Sept. 26, customers will be able to shop a tour-inspired collection on VictoriasSecret.com and the Victoria’s Secret Amazon storefront. Victoria’s Secret debuted its Amazon storefront in April 2022, marking the first time the company sold its lingerie and apparel beyond its own stores. While the Amazon store initially debuted with just beauty products, the assortment expanded to include lingerie and apparel earlier this year.
“At Amazon Fashion, we’re always inventing new ways to inspire our customers through unique shopping experiences,” said Muge Erdirik Dogan, President of Amazon Fashion in a statement. “After expanding our wide selection of Victoria’s Secret lingerie and apparel earlier this summer, we’re thrilled that customers will also be able to shop the film-inspired collection this fall.”