When Victoria’s Secret revived its flagship runway in 2024 after a multi-year hiatus, the goal was clear: modernize the classic fashion spectacle with broader inclusivity and entertainment beyond models alone. With its 2025 edition staged at Steiner Studios in New York on October 15, that formula took an unexpected turn toward pop culture fusion — largely because of one K-pop powerhouse.
At the 2025 Victoria’s Secret Fashion Show, the globally chart-topping girl group TWICE performed alongside music heavyweights like Missy Elliott, Karol G, and Madison Beer, delivering what social media and fashion insiders quickly labeled a breakout moment in the show’s evolution.
What might have seemed like a strategic entertainment booking quickly turned into a cultural and commercial revelation — particularly for the brand’s younger sister line, Victoria’s Secret PINK.
TWICE’s Unintended Fashion Impact
During their performance at the show, members Nayeon, Jihyo, Momo, and Tzuyu donned PINK styles that weren’t just accessories to their stage presence — they became headline pieces in their own right. Following the show, specific lingerie items seen on the performers, especially a purple and pink push-up bra sported by Tzuyu, quickly sold out and went viral across social platforms, with shoppers reporting difficulty finding the exact pieces post-show.
That phenomenon wasn’t limited to fandom chatter. The group’s deep connection with fashion and style — long part of K-pop’s global appeal — translated directly into purchasing behavior at a scale that traditional runway stars rarely achieve on their own. For many observers, it marked a rare moment when influence translated into immediate consumer demand in the fashion and lingerie vertical.
From Performance to Partnership
Less than three months later, PINK announced a formal campaign with TWICE tied to its new Valentine’s Day “Wink” collection. The initiative showcases the group modeling pieces from the line — from lightly lined plunge bras to playful loungewear — and positions them as ambassadors of sorts for a demographic the brand has been courting: young, digitally native consumers who view fashion through the lens of music, identity and social storytelling as much as utility.
This collaboration underscores a shift in how brands perceive their role in cultural spaces once dominated by fashion alone. Rather than traditional runway modeling or celebrity endorsements divorced from product relevance, Victoria’s Secret is now leveraging authentic audience connection and lifestyle alignment. TWICE didn’t audition to be Angels — they proved it by moving both culture and inventory in a single performance.
Rethinking the Angel Show Formula
Victoria’s Secret’s classic Angels were built on aspirational glamour and curated beauty ideals. The recent return of the televised runway has broadened that vision to include a spectrum of bodies, backgrounds and voices. But TWICE’s moment suggests the next evolutionary layer might be even deeper: a show where music, performance and storytelling are as central as modeling.
Instead of a segmented fashion show with a halftime performance, future iterations could adopt a hybrid format:
- Seamlessly integrate artist performances into runway sequences rather than as interludes.
- Curate music-driven narratives that underscore the ethos of collections.
- Collaborate with artists whose global influence drives both brand visibility and product demand.
What Comes Next
For Victoria’s Secret, the lesson may be clear — and accidental as it might seem. In an age where cultural relevance is measured in global fandoms and shareable moments, the most effective runway isn’t just walked, it’s performed. If 2025 was about reinvention, TWICE’s impact might point toward the future of fashion entertainment — one where music and runway are inseparable drivers of both experience and commerce.
Victoria’s Secret’s next show in 2026, already anticipated by the industry, could be shaped by this insight: the perfect Angel may not just walk — they might sing, dance, and bring a world of fans with them.
