For its 2026 edition, held on October 18th in Los Angeles, Victoria’s Secret launched numerous initiatives around its famous fashion show: a documentary series, open casting calls, digital events, and commercial campaigns – to extend the event’s reach far beyond its broadcast.
Several weeks before the models took to the runway, Victoria’s Secret had already begun to tell the story of its Fashion Show. With Angels Among Us, a documentary series launched on YouTube on September 27, the brand invited the public to follow the candidates selected during a vast casting call to become its next Angel.
This initiative adds another dimension to an event traditionally built around surprise and staging. Spectators discover the participants’ backgrounds, follow their progress, and wait to find out who will ultimately join the parade.
Victoria’s Secret also multiplied its opportunities for participation, notably through ticket giveaways, specific social media content, and a live broadcast in ten AMC cinemas across the United States. On its website, a selection of products called VS Icon Shoppe linked the event to pieces inspired by the brand’s historical universe.
It is the culmination of a clearly expressed desire by Victoria’s Secret: to develop its Fashion Show as an international event capable of producing content and interactions throughout the year.
Its appeal extends beyond the spectacular nature of the fashion show itself: it lies in the way the event, its accompanying content, and the opportunities for interaction with consumers are combined. The long-term commercial results of this new approach remain to be seen.
