Victoria’s Secret launched a model docuseries titled “Angels Among Us” to redefine its brand identity, engage a digital-first audience, and show a new, more transparent casting process for its returning fashion show. This strategic move aimed to shift public perception and connect with contemporary consumers after a period of controversy and declining relevance.
Key Facts
- The docuseries “Angels Among Us” premiered on September 27, 2026, on YouTube.
- It chronicled the search for the brand’s newest Angel, culminating in a live reveal at the Victoria’s Secret Fashion Show on October 18, 2026.
- More than 100,000 aspiring models participated in the open casting documented by the series.
- The series was produced by Boardwalk Pictures and directed by Nadia Hallgren.
- The new Angel also received a contract with IMG Models.
Why Did Victoria’s Secret Launch a Model Docuseries?
Victoria’s Secret launched a model docuseries to address past criticisms, modernize its brand image, and build a deeper connection with its audience. The series, “Angels Among Us,” aimed to transform the perception of the “Angel” label from an exclusive ideal to an aspirational process, making the casting process visible to the public. This strategy reflects a broader effort to adapt to a digital-first market and move beyond its traditional, often criticized, marketing approach.
Redefining the Victoria’s Secret Brand Identity
The docuseries served as a public declaration of Victoria’s Secret’s commitment to a new chapter. For decades, the brand’s “Angel” label symbolized an exclusive, aspirational, and often unattainable image of beauty, attached to a select group of established models. By building “Angels Among Us” around an open casting call, Victoria’s Secret shifted the focus from a finished runway image to the process of being seen and selected. This approach allowed the brand to redefine who could participate in its most recognizable franchise, framing the Angel role as the result of ambition, discipline, and a competitive selection process rather than an untouchable ideal, according to New York Style Guide.
Engaging a Digital-First Audience and Expanding Reach
The decision to stream “Angels Among Us” on YouTube, with new episodes releasing weekly leading up to the Victoria’s Secret Fashion Show on October 18, 2026, was a strategic move to engage a global, digital-first audience. This release strategy created an ongoing editorial cycle, generating conversation and introducing new personalities between major fashion calendar moments. The format is particularly relevant for viewers who interact with brands through mobile video, translated captions, and creator-led discussions, rather than traditional television. The 2026 fashion show itself also aired for the first time on YouTube, alongside simulcasts on TikTok and Instagram, further cementing this digital strategy.
Showcasing a Transparent and Inclusive Casting Process
The docuseries aimed to provide viewers with a closer look at the professional realities behind a major casting, including preparation, self-presentation, resilience, and working under intense scrutiny. More than 100,000 entries were received for the open casting documented in “Angels Among Us,” making the entry point visible and placing aspiring talent at the center of the story. This transparency contrasted with the brand’s historical, more secretive approach to model selection. Director Nadia Hallgren’s observational style was particularly suited to showing the quieter moments of transition and determination that determine a contestant’s advancement, balancing public visibility with private experience.
What Prompted Victoria’s Secret to Change its Marketing Strategy?
Victoria’s Secret changed its marketing strategy following years of declining ratings, sales, and growing public criticism. The brand faced accusations of objectifying women, lacking body size diversity, and engaging in cultural appropriation with its designs. The “Me Too” movement, fourth-wave feminism, and the association of former L Brands CEO Les Wexner with sex offender Jeffrey Epstein further damaged the brand’s reputation. The Victoria’s Secret Fashion Show was canceled in 2019, and the brand subsequently focused on digital-platform marketing to restore its image, as noted by Wikipedia.
Addressing Past Controversies and Criticism
The brand’s traditional marketing, which often featured a narrow ideal of beauty, drew significant backlash. Critics considered the Victoria’s Secret Fashion Show objectifying and lacking in diversity of body sizes. There were also instances of offensive cultural appropriation in its designs, such as a Native American-inspired outfit worn by Karlie Kloss in 2012, which the brand later apologized for and removed from broadcasts. The docuseries represents a conscious effort to move away from these past missteps and present a more inclusive and relatable image.
The Impact of the Jeffrey Epstein Scandal
The association of former CEO Les Wexner with convicted sex offender Jeffrey Epstein significantly impacted Victoria’s Secret’s public image. Hulu’s three-part documentary series “Victoria’s Secret: Angels and Demons” explored Wexner’s ties to Epstein, who served as his personal money manager for nearly two decades. Epstein reportedly posed as a talent scout for Victoria’s Secret, using the brand’s name to approach young women, an allegation that Wexner’s attorney stated he confronted Epstein about in 1993. The scandal contributed to Wexner’s retirement in 2020 and prompted a major reevaluation of the brand’s identity and marketing practices, as reported by TIME. Heidi Klum, a former Victoria’s Secret Angel, declined to participate in the Hulu docuseries, stating her positive experience with the brand but acknowledging the “mind-blowing” nature of the allegations, according to Variety.
“They asked me if I wanted to be part of it,” Klum tells me on this week’s “Just for Variety” podcast. “And I was like, ‘If you’re looking for a negative story, you’re barking up the wrong tree because I had the most wonderful time there.'”
Heidi Klum, Model, Variety
The Evolution of the Victoria’s Secret Fashion Show
The Victoria’s Secret Fashion Show, which ran from 1995 to 2018, was a lavish event known for its elaborate costumes and performances by leading entertainers. It drew millions of viewers at its peak in 2001. However, declining viewership and growing criticism led to its cancellation in 2019. The brand reimagined its fashion presentation with “The Tour ’23,” a documentary special in partnership with Amazon Prime Video. The runway show officially returned in 2024 with a revamped format reflecting a more contemporary identity. The 2026 show, which featured the reveal of the newest Angel from “Angels Among Us,” marked its first return to Los Angeles since 2007, showcasing the brand’s continuous efforts to evolve its flagship event. More details on the 2026 event can be found in our article on the Victoria’s Secret Fashion Show 2026: Highlights, Fantasy Bra and Controversy
How Does the Docuseries Format Support Victoria’s Secret’s Goals?
The docuseries format allows Victoria’s Secret to tell a more nuanced and engaging story, moving beyond the spectacle of a single runway show. It provides an opportunity to introduce the women who represent a new chapter for the brand, giving viewers a deeper understanding of their backgrounds, motivations, and individual definitions of success. This narrative depth helps the brand build a more personal connection with its audience, making the eventual runway debut feel like the culmination of a personal and professional process rather than just a fashion announcement. This approach also aligns with contemporary audience expectations for behind-the-scenes access to casting, fittings, and decision-making processes.
FAQ
What is the “Angels Among Us” docuseries about?
“Angels Among Us” is a documentary series chronicling Victoria’s Secret’s open casting call and the search for the brand’s newest Angel, culminating in her reveal at the 2026 Victoria’s Secret Fashion Show. It premiered on YouTube on September 27, 2026.
Who directed the Victoria’s Secret docuseries?
The “Angels Among Us” docuseries was directed by Nadia Hallgren, known for her work on the Michelle Obama documentary “Becoming” and the Netflix docuseries “Pop Star Academy: KATSEYE.”
When did the Victoria’s Secret Fashion Show return?
The Victoria’s Secret Fashion Show officially returned in 2024 with a revamped format, following its cancellation in 2019. The 2026 show, where the new Angel was revealed, took place in Los Angeles on October 18, 2026.
What changes has Victoria’s Secret made to its brand?
Victoria’s Secret has made significant changes to its brand, including a shift towards more inclusive marketing, an emphasis on diversity in its models, and a move to digital-first content like the “Angels Among Us” docuseries. These changes aim to modernize its image and address past criticisms.
Sources: New York Style Guide – en.wikipedia.org – Variety – TIMEUpdated: October 26, 2026.
