5 Things Worth Knowing About Victoria’s Secret Supermodels
The Victoria’s Secret supermodels were more than just faces—they were a carefully curated brand asset. Their careers were built on a mix of natural beauty, marketability, and the brand’s relentless pursuit of the "perfect" image. But the reality behind the fantasy was often more complicated. Here’s what defines their impact.1. The Brand’s Alchemy: How Victoria’s Secret Created Icons
Victoria’s Secret didn’t just discover supermodels—it manufactured them. In the 1990s, the brand shifted from a catalog-based business to a global spectacle, and with it, the supermodel era was reborn. Models like Gisele Bündchen and Heidi Klum weren’t just hired for their looks; they were groomed for longevity. The brand’s scouts looked for a specific blend of features: long legs, hourglass figures, and an ability to convey both sensuality and approachability. This wasn’t about individuality but about fitting a mold that sold dreams. The result? A roster of women who became synonymous with luxury, even as their personal lives and careers diverged from the brand’s polished image. The strategy paid off. By the early 2000s, Victoria’s Secret was generating hundreds of millions annually from licensing deals, fragrances, and the fashion show itself. The models became walking billboards, their faces attached to products like Fantasy perfume, which reportedly earned tens of millions per year. But the brand’s control over its talent was absolute—contracts often included strict clauses on public behavior, ensuring that even off-duty, the models embodied Victoria’s Secret’s ethos.2. The Unspoken Rules: What It Took to Become a Victoria’s Secret Supermodel
Becoming a Victoria’s Secret supermodel wasn’t just about looks—it was about discipline. Models were expected to maintain a specific weight, often well below industry standards, and adhere to a rigorous training regimen. Tyra Banks, one of the first African American models in the brand’s elite circle, later revealed that she was told she had to lose weight to fit the mold. The pressure was so intense that some models developed eating disorders, while others left the brand when they couldn’t meet its demands. The brand’s emphasis on youth also meant that careers were short-lived; by the time a model turned 30, she was often phased out in favor of newer faces. Yet the rules extended beyond physicality. Personal branding was crucial—models were encouraged to cultivate public personas that aligned with Victoria’s Secret’s values. Lily Aldridge, who joined in 2014, became known for her fitness regimen and advocacy for body positivity, a sharp contrast to the brand’s historical emphasis on thinness. The tension between the brand’s image and the realities of modeling created a paradox: the same women who sold perfection were often struggling to maintain it.3. The Business of Beauty: How Supermodels Monetized Their Fame
Beyond the runway, Victoria’s Secret supermodels became savvy businesswomen. Many transitioned into entrepreneurship, launching their own fragrances, clothing lines, or wellness brands. Klum, for example, built a media empire with Project Runway and America’s Got Talent, while Bündchen became a global ambassador for brands like Versace and Dolce & Gabbana. Their ability to leverage their fame post-Victoria’s Secret proved that their value extended far beyond the brand’s catwalks. The financial rewards were substantial. While exact figures are rarely disclosed, industry estimates suggest that top Victoria’s Secret models earned six figures annually during their peak years, with endorsement deals adding millions. The brand’s "Angels" program, introduced in 2005, formalized this relationship, offering models long-term contracts and a share of the brand’s profits. Yet the arrangement was never equal—Victoria’s Secret retained creative control, ensuring that the models’ public images remained aligned with its vision.4. The Cultural Backlash: When the Fantasy Cracked
For years, Victoria’s Secret supermodels were untouchable. But by the mid-2010s, the brand’s image began to unravel. Critics argued that its emphasis on unrealistic beauty standards contributed to body image issues, particularly among young women. The 2014 New York Times exposé on the brand’s treatment of models—including allegations of underpayment and poor working conditions—forced a reckoning. Public figures like Emma Watson and Lena Dunham openly criticized the brand’s lack of diversity, while models themselves, like Adriana Lima, spoke out about the pressure to conform. The backlash wasn’t just about aesthetics. It was about representation. The Victoria’s Secret roster remained overwhelmingly white and thin, despite the brand’s global audience. When Paloma Elsesser became the first plus-size model to walk the show in 2019, it was a symbolic—but belated—acknowledgment of changing expectations. The brand’s decision to cancel the fashion show in 2018, citing a need to "reimagine" itself, was widely seen as a response to these pressures. Yet the question remained: could Victoria’s Secret ever truly evolve, or was it forever tied to the legacy of its supermodels?"The problem with Victoria’s Secret is that it’s not about the women. It’s about the fantasy. And fantasies don’t age well." — Candice Swanepoel, reflecting on the brand’s shift in 2020
5. The New Guard: What Comes After the Supermodels?
As Victoria’s Secret struggles to redefine itself, a new generation of influencers and models is rising. Brands like Rhodes and Aerie have capitalized on the demand for more inclusive, relatable beauty standards. Meanwhile, Victoria’s Secret has experimented with digital shows and expanded its roster to include models like Alissa VPN and Lea T, who represent a broader range of body types. Yet the transition hasn’t been seamless. The brand’s 2021 return to live shows, with a more diverse lineup, was met with mixed reactions—some praised the progress, while others argued it was too little, too late. The supermodels themselves have mixed feelings about the brand’s future. Some, like Karlie Kloss, have distanced themselves entirely, while others, like Bündchen, remain ambassadors. The key question is whether Victoria’s Secret can shed its legacy as the keeper of an unattainable ideal or if it will forever be defined by the women who once embodied it.
How These Facts Connect
The story of Victoria’s Secret supermodels is one of creation and control. The brand didn’t just employ models—it sculpted them into marketable assets, ensuring that their public personas aligned with its vision of luxury and desire. This control was both the strength and the weakness of the Victoria’s Secret model. It allowed the brand to dominate the lingerie industry for decades, but it also made it vulnerable to backlash when societal expectations shifted. The supermodels, in turn, became both products and pioneers, navigating an industry that demanded perfection while they sought to redefine it on their own terms. Yet the most striking revelation is how fleeting fame can be. The women who once graced the Victoria’s Secret catwalks are now scattered across different industries—some thriving, others struggling to stay relevant. The brand’s own evolution reflects this: its attempts to modernize have been halting, a testament to how deeply its identity is tied to the supermodels who built it. The table below compares the key elements of their legacy:| Era | Brand Strategy | Model Longevity | Cultural Impact |
|---|---|---|---|
| 1990s–2000s | Youth, exclusivity, fantasy | Short careers (peak by 30) | Global beauty standards |
| 2010s | Diversity experiments, digital focus | Longer careers (entrepreneurship) | Backlash over unrealistic standards |
| 2020s | Inclusivity, influencer collaborations | Reinvention beyond modeling | Legacy vs. relevance debate |
Conclusion
Victoria’s Secret supermodels were more than just models—they were cultural arbiters, business strategists, and sometimes reluctant activists. Their careers were built on a carefully constructed fantasy, one that sold billions of dollars’ worth of products but also set unrealistic expectations for generations of women. Yet their greatest legacy may be in how they’ve moved beyond the brand. Whether through entrepreneurship, advocacy, or simply aging out of the industry’s narrow definitions, they’ve proven that their value wasn’t just in their youth or their measurements. The brand itself now stands at a crossroads. Can it shed its past and become something new, or will it forever be defined by the women who made it what it was? The answer may lie in how well it listens to the very models who once defined it—and whether it’s willing to let go of the fantasy that built its empire.Comprehensive FAQs
Q: Who was the first Victoria’s Secret supermodel?
The title of "first" is debated, but Tyra Banks is often credited as one of the earliest African American models to achieve supermodel status with Victoria’s Secret in the mid-1990s. However, the brand’s early roster included Stephanie Seymour and Karolína Kurková, who helped define its look in the late 1990s.
Q: How much did Victoria’s Secret supermodels earn?
Exact figures are rarely disclosed, but industry estimates suggest top models earned six figures annually during their peak years, with additional income from endorsements and fragrance deals. The brand’s "Angels" program reportedly offered long-term contracts with bonuses, though compensation varied widely.
Q: Why did Victoria’s Secret cancel the fashion show?
The brand cited a need to "reimagine" itself in 2018, acknowledging that the show had become outdated in a digital-first world. Critics also pointed to declining viewership and backlash over the brand’s lack of diversity and unrealistic beauty standards as key factors.
Q: Can non-white models become Victoria’s Secret supermodels?
Yes, but representation has been slow. While models like Adriana Lima and Alissa VPN have broken barriers, the brand’s early roster was predominantly white. Recent years have seen more diversity, though some argue progress remains insufficient.
Q: What happened to the original Victoria’s Secret supermodels?
Many have transitioned into other industries. Gisele Bündchen is a global ambassador, Heidi Klum built a media empire, and Candice Swanepoel became a fitness influencer. Others, like Lily Aldridge, have spoken out about the pressures of the industry.
Q: Is Victoria’s Secret still relevant today?
The brand is struggling to redefine itself. While it has experimented with digital shows and inclusivity, many argue it remains tied to its past. Competitors like Aerie and Rhodes have capitalized on shifting beauty standards, leaving Victoria’s Secret in a precarious position.
Q: Did Victoria’s Secret supermodels have any control over their image?
Limited. Contracts often restricted public behavior, and the brand controlled how models were presented. However, some, like Adriana Lima, have used their platforms to advocate for change, showing that even within the system, influence was possible.
Q: What’s the future of Victoria’s Secret supermodels?
The future likely lies in individual reinvention. With the brand’s relevance in question, former supermodels are increasingly focusing on entrepreneurship, activism, and personal branding. Whether Victoria’s Secret can adapt remains an open question.
