The pink carpet is gone, but the names remain. Honestly, if you grew up between 1995 and 2018, the image of a pair of twelve-foot feathered wings is basically burned into your retinas. It wasn’t just about the lingerie. It was about the women. Victoria Secret famous models became a different breed of celebrity altogether, bridging the gap between high-fashion "clothes hangers" and global household names. We aren't just talking about people who walked a runway; we're talking about women who built billion-dollar empires off a single contract.
It’s wild to think about how much power that specific brand wielded. One day you’re a teenager from a small town in Brazil, and the next, you’re the face of a televised event watched by millions of people across the globe. But why do we still care? Why, in a world of Instagram influencers and TikTok stars, do the names Gisele, Adriana, and Tyra still carry so much weight?
The Era of the Brazilian Takeover
The story of the brand's dominance starts and ends with Brazil. There was a specific moment in the early 2000s where it felt like the country had a monopoly on "bombshell" energy. Gisele Bündchen is the obvious titan here. She signed a record-breaking $25 million contract in 2000, which basically reset the market for what a model could earn.
Gisele wasn't just walking; she was stomping. She brought back the "sexy" model after the "heroin chic" era of the 90s.
Then you have Adriana Lima. If Gisele was the business mogul, Adriana was the heart of the brand. She walked in 18 fashion shows. That’s nearly two decades of being the primary face of a company. You don't see that kind of longevity anymore. Most models have a shelf life of three or four seasons before the industry looks for a "new face," but Adriana was the exception that proved the rule. She famously worked out like an elite athlete, often citing her love for boxing as the secret to her physique.
Alessandra Ambrosio followed a similar path. She was the first face of the "PINK" line, which targeted a younger demographic. It was a brilliant business move, honestly. They hooked customers in their teens with Alessandra’s girl-next-door vibe and then moved them up to the main line as they aged.
Beyond the Wings: The Business of Being an Angel
Being one of these Victoria Secret famous models wasn't just a gig; it was a 365-day-a-year job. You weren't just a model; you were an "Angel." That title came with a massive set of responsibilities. You had to do the talk show circuit. You had to open stores in London, Singapore, and New York. You had to be "on" all the time.
- The Contractual Obligations: Angels were required to be available for a certain number of days per year, often upwards of 50, specifically for brand appearances.
- Media Training: They weren't just pretty faces; they were trained to be brand ambassadors. This is why women like Heidi Klum and Tyra Banks transitioned so easily into television hosting. They had already been doing it for years on behalf of VS.
- The Scarcity Factor: Only a handful of women were ever officially "contracted Angels." At any given time, there were usually fewer than 15. This exclusivity made the title prestigious.
The Tyra Banks Blueprint
We have to talk about Tyra. She was the first Black model to sign an Angel contract. She understood the power of the platform better than almost anyone. Tyra didn't just want to wear the wings; she wanted the whole plane. She used her visibility to launch America’s Next Top Model and a daytime talk show. She proved that you could use the brand as a springboard into a much larger, more diverse career.
She often talks about the "smize," but the real lesson from Tyra was about ownership. She negotiated her own space in an industry that wasn't always welcoming to women of color.
The Great Shift and the Cultural Backlash
Nothing lasts forever. Around 2017 and 2018, the cracks started to show. The world was changing. The #MeToo movement was happening, and people started questioning why a brand run by men was defining what "sexy" meant for women. Ed Razek, the long-time executive producer of the fashion show, made some controversial comments to Vogue about why trans and plus-size models weren't included in the show.
The backlash was swift.
The ratings for the annual fashion show cratered. In 2018, it hit an all-time low of 3.3 million viewers, down from over 10 million in its heyday. People weren't buying the "fantasy" anymore because the fantasy felt exclusionary.
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The Rise of the New Guard
While the "OG" Angels like Adriana and Alessandra were retiring their wings, a new group of Victoria Secret famous models emerged, but the vibe was different. Kendall Jenner, Gigi Hadid, and Bella Hadid brought their massive social media followings to the runway. This was the "Instagirl" era.
Purists argued they didn't have the same "walk" as the Brazilians, but the numbers didn't lie. They brought eyes to the brand at a time when it was desperately trying to remain relevant. However, even their star power couldn't save a business model that felt stuck in the past.
What the Rebrand Looked Like
After a few years of silence and some major internal restructuring, the brand came back with the "VS Collective." They traded the wings for women of substance. We're talking about Megan Rapinoe, Priyanka Chopra, and Paloma Elsesser.
It was a pivot. A big one.
The focus shifted from "perfection" to "empowerment." While some missed the old-school glamour, many applauded the inclusion of different body types and backgrounds. It was a move from being a brand that men liked to look at, to a brand that women actually wanted to shop at.
The Real Impact on the Modeling Industry
You can't overstate how much this one company influenced the entire modeling industry. Before VS, "commercial" models and "high fashion" models lived in two different worlds. If you did catalogs, you didn't do Paris Fashion Week.
Victoria's Secret broke that wall.
They took high-fashion girls like Naomi Campbell and Karen Mulder and put them in a commercial setting. This allowed models to have much longer, more lucrative careers. It turned modeling from a short-term hobby into a legitimate profession with longevity.
Real-World Statistics of the "Angel" Effect
- Earnings: In 2015, the Forbes list of highest-paid models was almost entirely comprised of current or former VS Angels.
- Global Reach: The fashion show was broadcast in over 190 countries at its peak.
- Social Following: Combined, the top 10 most famous Angels have a social media reach of over 500 million people.
How to Apply These Lessons Today
If you're looking at the careers of these Victoria Secret famous models, there are actually some pretty practical takeaways, whether you're a creator, a business owner, or just curious about how fame works.
Diversify Your Brand
None of the successful Angels stayed "just" models. Heidi Klum went into production. Miranda Kerr started Kora Organics. Rosie Huntington-Whiteley built Rose Inc. They knew the runway had an expiration date.
Consistency is Key
Adriana Lima’s 18-year run didn't happen by accident. She was notoriously professional. In an industry known for being flakey, being the person who shows up on time and works harder than anyone else is how you become a legend.
Adapt or Die
The brand's struggle in the late 2010s shows that if you don't listen to your audience, you'll lose them. They ignored the call for diversity for too long, and it cost them their dominant market position.
The Power of Niche
VS succeeded because they owned a very specific niche: the "Sexy, Fun, Accessible Angel." They didn't try to be everything to everyone until it was almost too late.
Moving Forward in the Fashion World
The era of the "Super-Angel" is likely over, replaced by a more fragmented landscape of influencers and niche celebrities. But the blueprint remains. Whether it’s the way Rihanna’s Savage X Fenty used the VS "spectacle" model but made it inclusive, or how Skims uses celebrity-led marketing, the fingerprints of the Victoria's Secret era are everywhere.
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If you want to dive deeper into this history, look at the documentary Victoria's Secret: Angels and Demons. It gives a pretty raw look at the darker side of the brand's history and the power dynamics at play.
To really understand the current landscape of fashion, follow the career paths of the "New Guard" versus the "Originals." You’ll see a massive shift in how value is created—moving from physical billboards to digital engagement.
Keep an eye on the upcoming "World Tour" events the brand is planning. They aren't traditional fashion shows anymore; they're more like short films or artistic showcases. This is the new reality of the industry: it’s no longer about just walking a straight line; it’s about telling a story that people actually believe in.
The next step for anyone interested in the business of fashion is to study the "Savage X Fenty" model of marketing. Contrast their use of diverse casting with the traditional VS approach to see exactly where the industry is headed in 2026. This comparison will give you a clearer picture of why certain brands survive cultural shifts while others fade into the background.
Check the financial reports of the current VS parent company, L Brands (or its spin-offs), to see if the "Empowerment" pivot is actually paying off in terms of sales. Often, what looks good on social media doesn't always translate to the bottom line, and that's where the real story of the next generation of models will be written.