Victoria’s Secret is revealing more details about the return of its fashion show — which will not be like the old Victoria’s Secret Fashion Show, but rather a feature-length film dubbed the Victoria’s Secret World Tour. The “new version of [the] fashion show,” as described by CFO Timothy Johnson in a 2022 earnings call, will premiere on Prime Video on September 26.
Though the Victoria’s Secret Fashion Show previously aired on cable networks — first ABC, then CBS — the lingerie giant is now placing its bets on streaming. While this won’t be the typical runway display audiences have come to know, a press release describes the upcoming project as part documentary, part “spectacular fashion event.” In tandem with being available to stream on Prime Video, Victoria’s Secret will also have a tour-inspired collection launch on its Amazon storefront, available to shop immediately following the premiere.
“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,” said Muge Erdirik Dogan, president of Amazon Fashion, in a statement.
It’s an interesting move for Amazon, which has also released the Savage X Fenty show (itself part runway, part performance film) on Prime Video with a shoppable component since 2019. The Rihanna-founded brand has been a strong challenger to Victoria’s Secret, particularly in the public eye, with the latter’s pre-rebrand, headline-making controversies. However, Victoria’s Secret remains the leading brand in the intimates category, earning net sales of $6.344 billion in 2022.
“This collaboration creates an unparalleled viewing experience, bringing the magic of [the film] directly to audiences far and wide,” Greg Unis, brand president of Victoria’s Secret, said, in a statement. “Through this collaboration, we’re reinforcing our commitment to delivering captivating content that celebrates our heritage and resonates with our customers.”
