Change is not always hard to accept. Victoria’s Secret showed that by shifting away from the perfect-body image and embracing self-love, they could bring more people into their community.
Our latest report on the fastest-growing fashion brands on Instagram, tracking data from March 2024 to March 2025, shows that this change was welcomed warmly by audiences. In just one year, Victoria’s Secret added 2.6 million new followers, which is a powerful sign that audiences today are connecting with brands that feel more real and inclusive.
Let’s take a closer look at how Victoria’s Secret is setting new rules for fashion brands, and what others can learn from their journey.
Trading perfection for real connection
Gone are the days when Victoria's Secret sold a single, unattainable idea of beauty. Their Instagram today feels different: real, intimate, and rooted in personal storytelling. The brand's highest-performing content now spotlights everyday women, diverse stories, and genuine moments; not just polished photoshoots.
By making authenticity the new aspiration, Victoria’s Secret shows that emotional connection can outperform decades of old-school influence.
Building loyalty through real, relatable people
Instead of chasing supermodels or celebrity influencers, Victoria's Secret now leans heavily into micro-creators. These are wellness advocates, body positivity champions, and everyday beauty voices. They are people whose audiences trust them not because they’re famous, but because they’re relatable.
It’s a shift from "look at me" to "see yourself," and it's helping the brand rebuild loyalty from the ground up.
A closer, more personal presence
Scroll through Victoria’s Secret’s current feed, and it doesn't feel like a high-fashion runway anymore. It feels more like a digital mirror: a space where different shapes, skin tones, styles, and stories belong. Victoria’s Secret focuses on comfort, self-care, and self-expression, showing that their brand is not just about lingerie but also about creating a space where people feel connected.
This is the type of content they focus on:
Personal routines (self-care, fashion, hygiene)
Lifestyle and empowerment statements
Product demos
Victoria’s Secret’s Instagram Performance by the Numbers
Here’s how the brand performed from March 2024 to March 2025, based on our latest report:
Follower growth: +2.6 million
Reach: 1 billion
Engagement rate: 12.3%
Influencers engaged: 9,421
Posts featured: 15,205
Primary content type: A mix of reels, carousel, and single post
Average views per post: ~18,752
Average likes per post: ~8,047
Average comments per post: ~74
Top markets: United States, Brazil, India
It’s impressive that Victoria’s Secret achieved a 12.3% engagement rate, which is even higher than other brands in the top five. This result shows how emotionally invested the audience is, especially in content that speaks to personal empowerment and identity.
What Victoria’s Secret is doing right
1. Featuring everyday beauty instead of just runway models
By focusing on real stories and everyday people, Victoria’s Secret rebuilt its relevance with audiences who value authenticity. Instead of promoting a polished and unattainable image, the brand now highlights moments of self-love, personal empowerment, and genuine connection. This approach resonates strongly in a time when audiences are looking for brands that show truth.
2. Trusting micro-creators to lead the conversation
Victoria’s Secret teamed up with wellness advocates, body positivity voices, and self-love influencers who share the same spirit the brand is now embracing. These creators show up again and again, not just for one campaign, but as part of an ongoing conversation that feels genuine. This consistency helps build trust and keeps the brand connected to the real stories people care about.
3. Making the brand feel safe and inclusive
The new feed isn’t only selling a fantasy, but also creating a space where more people feel seen, valued, and celebrated.
Final thoughts
Victoria’s Secret’s return to relevance shows that growth isn’t just about reach, it’s about resonance. By shifting from glossy perfection to personal authenticity, they’ve built a brand that feels closer, warmer, and much more human. For brands navigating their own identity shifts, Victoria's Secret proves that real connection is the new currency.
Looking for more brand strategy insights?
Take a look at our Top Fashion Brands on Instagram 2025 report to find out who led the way, how they built momentum, and the ideas you can apply to your own strategy.
