There are some brands in the fashion world whose shows attract enormous attention, but once the stories behind them come to light, the public begins to turn against them. In fact, the fashion industry is full of major brands that have faced this kind of controversy. Over the next few weeks, I will be covering brands that may suddenly appear popular through heavy advertising but have major controversies behind them. With fashion show season approaching, this week I will tell the story of one of the fashion world’s most controversial brands, Victoria’s Secret, whose show is set to return on Oct. 18.
The brand was founded in 1977 by Stanford University graduate Roy Raymond and his wife, Gaye. The story actually began with the idea of opening a lingerie store where men could feel more comfortable while shopping for underwear for their wives or girlfriends. Soon after the company was established, they grew to a chain of five lingerie stores. In 1982, the founding couple sold the brand for $1 million to Les Wexner, whose name frequently appears in the Epstein files. The brand’s identity and marketing strategy changed considerably following the sale.
Victoria's Secret models give the designs a different feel, not only by wearing lingerie but also by wearing the enormous wings that have become synonymous with the brand. As you may remember, after a highly anticipated six-year hiatus, the brand resumed its extravagant and much-discussed fashion shows in 2024.
The brand, which became hugely popular in the 2000s with its “Angels” concept, suffered a major reputational decline in the 2010s. It became one of the biggest reasons behind the rise of the body-positivity movement that has shaped the past two decades. In 2014, an advertising campaign released under the slogan “The Perfect Body” sparked widespread backlash and petitions over accusations that it promoted unhealthy body images. The backlash became so intense that the company was forced to change the slogan.
In 2018, then-Chief Marketing Officer Ed Razek told Vogue magazine that plus-size models had no place in the annual fashion show because the event was a “fantasy.” You can probably imagine the reactions from women of all body types. The executive later apologized, but the comments triggered major public outrage.
A 2020 investigation by The New York Times found what it described as a culture of systemic misogyny, bullying and harassment within the company’s parent organization. Les Wexner, the billionaire founder of L Brands, the parent company of Victoria’s Secret, also faced intense scrutiny over his close relationship with Jeffrey Epstein, who had served as his longtime financial manager. Reports and documentaries revealed that Epstein used his relationship with Wexner and Victoria’s Secret to approach and allegedly coerce models. And, as you can imagine, the fallout was enormous.
While all these reports and criticisms were unfolding, the Victoria’s Secret Fashion Show was officially canceled in 2019. The brand was unable to cope with the mounting criticism. Instead, it entered a long period of silence. Then came the pandemic. During this period, the brand moved closer to the body-positivity movement, but two years ago, the same fashion show returned.
And this year, to be honest, not much has changed. In May, on Mother’s Day, the brand sparked a major social media backlash with an overtly provocative advertising campaign. But that was not the end of it. In September 2026, Victoria’s Secret also came under public scrutiny after the New York City Commission on Human Rights issued a notification of obligations ahead of the brand’s upcoming fall fashion show. The notice highlighted past concerns related to discrimination and harassment in the workplace, as well as supply-chain connections.
In short, significant changes are needed for the overall policies of major brands to truly change. Otherwise, they will continue the same way they always have.
