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Hillary Super and a $50 Million Bra: Can Victoria’s Secret Win Women Back?

Kylie Jenner's diamond-studded Fantasy Bra stole the show, but Hillary Super has a bigger challenge: turning Victoria's Secret's renewed spectacle and rising sales into lasting loyalty.

Victoria’s Secret didn’t skimp on the spectacle this year. At its Oct. 18 fashion show, Kylie Jenner made her runway debut wearing a $50 million diamond-studded Fantasy Bra, the first to appear in a Victoria’s Secret show since 2018. Meanwhile, 21-year-old Solange Omon earned her wings after winning a nationwide casting competition, securing a runway appearance and a contract with IMG Models.

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For CEO Hillary Super, the two moments captured something she has spent the past two years working toward: bringing back the glamour that made Victoria’s Secret famous while broadening its appeal to women who may have written off the brand long ago.

Held at Sony Pictures Studios in Culver City, Calif., the show featured an all-female musical lineup of Tate McRae, Megan Thee Stallion, Megan Moroney and KATSEYE. Legendary Victoria’s Secret model Adriana Lima returned to the runway, as did Barbara Palvin, who walked the coveted glittery, glossy catwalk just six weeks after giving birth. Omon’s debut culminated the brand’s nationwide casting search, documented in the YouTube series Angels Among Us. The series has released six episodes, with the finale scheduled for Nov. 22.

However, the Angels’ return predates this year’s extravaganza. In 2021, then-CEO Martin Waters retired the traditional Angels program in favor of the VS Collective, an ambassador initiative introduced amid backlash over the brand’s hypersexualization and lack of inclusivity. But the company’s attempt to redefine........

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