Victoria's Secret 2027: Selman, Strapless and the LA Show

Victoria's Secret 2027 started on a stage in Los Angeles: the Victoria's Secret Fashion Show was held on Sunday, October 18, 2026, at Sony Pictures Studios in Culver City and streamed live on YouTube. It was the first look at what the Ohio-based lingerie company wants to sell next year, and its first show in Los Angeles since 2007. Adam Selman, executive vice president and chief creative officer of Victoria's Secret & Co., designed it, and it came after the strongest quarter the company has reported in years.

Why the show left New York

The 2026 production was called "Fandemonium." Selman told reporters in September 2026 that he wanted it bigger and bolder than the year before, and that New York could not hold the scale he had in mind, so the show moved west. "It's the city of angels!" was how he put it to W magazine on the night. The 2025 edition drew about 60 million views, according to a New York Times profile of Selman of September 27, 2026.

Casting was not quiet. In the week before the show, the former Angel Romee Strijd said in TikTok videos that she had not been cast, and that her agency had told her "they thought you wouldn't fit in the show this year."

Four seasons in seven chapters

Selman built the show as a year in minutes, with each season tied to a feeling. LA magazine listed seven chapters: Spring Awakening, Vintage Victoria with pieces reissued from the brand's archive, Summer Fever, a Pink halftime show, Autumn Changes, Winter Melody and a crystal-covered Winter Reprise. W noted corsetry and lace wings for autumn and silver-tipped sets for winter.

Bella Hadid opened in a floral-embellished bra, a lime-green miniskirt and a matching thong. Adriana Lima closed it in white beads and fringe under white wings. In between came a reunion: Alessandra Ambrosio, Candice Swanepoel, Behati Prinsloo, Gigi Hadid, Elsa Hosk, back after almost a decade, and Rosie Huntington-Whiteley, in her first show for 16 years. The soccer player Trinity Rodman and Natalia Bryant made their debuts.

The music was again an all-women lineup, the third year in a row. Megan Thee Stallion, Megan Moroney and Katseye performed on the runway, and Tate McRae sang her new single "Housewife" in red lingerie.

Kylie Jenner and the $50 million Fantasy Bra

The surprise of the night was the Fantasy Bra, back on the runway for the first time in eight years. Kylie Jenner, walking her first Victoria's Secret show, wore it under a large pair of wings. The jeweler Jacob & Co. made it around a 75.54-carat Fancy Vivid Yellow diamond, with 4,409 more diamonds totaling 1,373 carats; the brand said 15 artisans spent more than 1,000 hours on its 3,218 components. Victoria's Secret valued it at $50 million and called it the most valuable Fantasy Bra ever made, according to the Press Association.

Angels Among Us: casting as a YouTube series

The bigger experiment was the docuseries. "Angels Among Us," produced by Boardwalk Pictures and directed by Nadia Hallgren, premiered on YouTube on September 27, 2026, with new episodes on Thursdays and Sundays until the show. It followed aspiring models from an open casting call of 1,200 women to the runway, and the prize was a place in the show and a contract with IMG Models. The winner, Solange Omon, walked on October 18.

For a company that shelved its show in 2019 and later retired the Angels, letting a YouTube audience watch a new face being chosen is a pointed reversal, and three weeks of free marketing. The night delivered an audience: Streams Charts counted 3.64 million peak live viewers across all livestreams, up almost 33 percent on 2025, and 4.8 million hours watched, about 82 percent of them on the brand's own YouTube channel.

Selman, Super and the Savage x Fenty connection

Selman and chief executive Hillary Super are a pair with history. They worked together at Savage x Fenty, where he was chief design officer and she was CEO; Super joined Victoria's Secret in 2024, and Selman now runs its creative side. His brief, as he put it to the Times, is whether the name Victoria's Secret makes people smile again.

Victoria's Secret 2027 product: strapless, wired and supported

The product message for the coming seasons is about the bra itself. This year the brand has pushed a "season of strapless" campaign with the WNBA player Angel Reese, built around the strapless bra. The Times described a lifted but comfortable bust supported by the company's FlexFactor underwire, made from a titanium alloy. After years in which wire-free styles and bralettes set the pace in mass-market lingerie, Victoria's Secret is betting on structure: molded cups, the underwire bra, lift.

What the second quarter numbers say

The commercial case for all this came on September 3, 2026, when Victoria's Secret & Co. reported results for the quarter ended August 1:

• Net sales rose 10% to $1.611 billion, and comparable sales rose 9%.
• Bra sales grew in the mid-teens and accounted for about half of the Victoria's Secret brand's growth.
• Pink grew in the high single digits, its fifth straight quarter of growth.
• International net sales rose 20%, led by China and European digital sales.
• The company raised its full-year 2026 sales guidance to $7.10 to $7.18 billion.

"When we win in bras, we create a halo across the broader Victoria's Secret business," Super said on the earnings call. The company, which also owns Adore Me, said it would increase marketing spending, and it promised an "even bigger and better" show for the second half of the year.

Where the brand stands going into 2027

For most of the last decade Victoria's Secret was the cautionary tale of American lingerie, a brand that lost its customers to younger labels and stopped its own show. The 2026 numbers change the argument. The brand is selling more bras, at fuller prices, and it is selling them by going back to the things it once did best, a streamed runway, Angels, a jeweled bra and underwired cups, while recasting who gets to wear the wings.

The full history of the company, from Roy Raymond's San Francisco store in 1977 to the Angels era, is on our Victoria's Secret brand page. The October show answered the first question: more people watched it live than the year before. The second quarter had already said they are buying.

Last updated October 28, 2026