December 2, 2019

Rihanna Helped Kill Victoria’s Secret’s Fashion Show Business

By Kori Hale

Victoria’s Secret’s antiquated lingerie show of yesterday has finally decided to close up shop, and Rihanna’s successful Savage x Fenty brand surely helped deal the final blow. The L Brands subsidiary known for its “angels” strutting down a catwalk with wings and PINK logo heavy under-garments has struggled to stay culturally relevant. Whereas, Rihanna’s lingerie brand sits squarely at the center of business and culture in the $13.1 billion U.S. women’s underwear sector, leaving Victoria’s Secret hard pressed to replicate this model.

The Breakdown You Need to Know: In September Savage x Fenty raised $50 million to continue funding its mission of inclusive lingerie through great products and fashion shows, CultureBanx noted both of which are currently missing from Victoria’s Secret. Ratings have continually dropped with the December 2018 show providing dismal ratings of just 3.3 million viewers. This was down from more than 5 million in 2017, and a far cry from its 2011 show that drew in 10.3 million viewers.

Instead of going the dinosaur route of putting her Savage x Fenty brand’s second annual runway show on TV, like the now deceased Victoria’s Secret show, she took her talents to Amazon Prime Video. The cool and hip lingerie show was available to 100 million Prime subscribers in more than 200 countries.