Victoria’s Secret’s latest Fashion Show – the third since its revival – delivered the A-listers and glamour on Sunday. But this time, it was set against a backdrop of improving sales and growing investor confidence, rather than lingering questions about its relevance and whether the brand is still “toxic”.

The event featured performances from Megan Thee Stallion and Tate McRae, while Kylie Jenner made her runway debut in the iconic Fantasy Bra. Created in partnership with luxury jeweller Jacob & Co, the bra, estimated to be worth $50 million, returned to the runway for the first time since 2018.

Shares of Victoria’s Secret closed 3.02 per cent higher on Monday. The positive response follows several quarters of steady growth and a stronger annual outlook for Victoria’s Secret, which recently raised its full-year sales forecast to between US$7.10 billion and US$7.18 billion, up from US$7.03 billion to US$7.13 billion.

Neil Saunders, managing director at GlobalData, said the results demonstrated the strength of the company’s recovery. “The strong numbers coming from Victoria’s Secret speak for themselves. After a long period of being in the wilderness, this is now a brand that is firmly in recovery and building mode.”

Saunders attributed the comeback to several factors, particularly a renewed focus on consumers and their needs. Through new product launches and a refreshed marketing strategy, Victoria’s Secret has sought to demonstrate that it understands what today’s shoppers want.

That might sound obvious, but Saunders argued that losing sight of customers was precisely what caused the brand’s prolonged downturn.

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