Discover how VSFS 2025 reinvented the brand through diversity, digital storytelling, and fan culture. A social listening analysis by Loxias AI.
After years of silence, Victoria’s Secret returned to the global stage with the Fashion Show 2025, merging nostalgia, reinvention, and the challenge of making inclusivity truly authentic.
Through advanced social listening and market intelligence, Loxias AI analyzed millions of mentions and engagement patterns between September 20 and October 20, 2025, revealing how the brand managed to reclaim cultural relevance, and what it must do to sustain it.
The Cultural Comeback
The 2025 edition reignited global attention, reaching:
- 406K mentions
- 810M in reach
- 181M impressions
representing an 8,200% growth in mentions and a 13,942% rise in impressions compared to the previous cycle.
The show’s success was fueled by TWICE’s historic performance, the first K-pop girl group to perform at the event, proving how fan communities now drive global fashion visibility. Beyond the runway, the VSFS 2025 became a cultural convergence between fashion, music, and digital fandoms, demonstrating that community engagement is the new form of brand power.
Sentiment and Brand Health: Between Legacy and Reinvention
The Brand Health Index (BHI) rose to 7.88, marking a +10.5% increase from the previous period and moving Victoria’s Secret into the “Good” range.
- Positive sentiment (45.8%) centered on the show’s diversity, format innovation, and TWICE’s performance.
- Neutral (44%) mentions came from media coverage and informational posts that kept visibility high.
- Negative (10.2%) reflected skepticism about the authenticity of inclusivity and nostalgia for the brand’s “old glamour.”
This polarization is both a strength and a challenge, it proves the brand remains emotionally charged in public discourse, but also reveals the fragility of credibility when inclusivity is perceived as performative.
From Angels to Advocates: A Shift in Narrative
Once defined by its “Angels” and aspirational beauty, Victoria’s Secret now faces a different audience and cultural logic. Social listening revealed that the 2025 show was judged not by the runway but by its story one merging fashion, identity, and purpose.
Four key conversation clusters dominated the digital landscape:
- Legacy & Nostalgia: discussions about the return of Angels and the iconic wings.
- Diversity & Gender Representation: debates around inclusion, trans models, and body diversity.
- Health & Humanity: emotional conversations sparked by model Mariacarla Boscono’s story and public vulnerability.
- Production & Location: behind-the-scenes buzz about the New York show and visual storytelling.
The new VSFS is no longer a spectacle; it’s a cultural statement about how fashion brands must adapt to social change while balancing their past and future.
Audience Insight: The Gen Z Creative
The data paints a clear picture of the new core audience:
A Gen Z creative, aged 18–25, blending digital art, identity, and social activism.
For this generation, fashion isn’t an aspiration, it’s an expression.
They follow brands not for glamour but for authentic storytelling, visual creativity, and purpose-driven narratives.
This audience demands brands that are culturally aware, inclusive, and emotionally transparent shifting the industry from “runway to real talk.”
Strategic Analysis: What Brands Can Learn
The VSFS 2025 is more than a fashion comeback, it’s a blueprint for brand reinvention.
For marketers and strategists, three key takeaways emerge:
Cultural storytelling is the new branding. Consumers reward emotional depth and authenticity over surface-level diversity.
Fandoms are the new media power. Communities like K-pop fans amplify visibility faster and more effectively than traditional advertising.
Inclusivity must go beyond representation. To earn trust, brands must embed diversity in product development, hiring, and ongoing communication, not just campaign imagery.
Brands that understand this shift can turn attention into advocacy, and visibility into credibility.
Methodology & Tools
This analysis was conducted by Loxias AI using Brandwatch and proprietary AI-powered frameworks to map online narratives and sentiment polarity. Our Brand Health Index (BHI) and narrative clustering model uncover not just what people say, but why they say it providing a holistic view of brand perception and cultural resonance.
About Loxias AI
At Loxias AI, we transform millions of digital conversations into actionable intelligence.
Combining AI, multimodal analytics, and expert human insight, we help brands measure reputation, anticipate cultural shifts, and drive strategy using best-in-class tools such as Brandwatch, All Ears, and Nebula.
💫 Ready to See the Full Picture?
The 2025 Victoria’s Secret Fashion Show marked more than a comeback, it marked a cultural reset. To explore all the numbers, graphs, and strategic takeaways from this transformation, read the complete One Shot: VSFS 2025 and uncover how social listening can decode the future of brand reinvention.
Download the Full Report Here
