Victoria’s Secret Embraces Inclusivity: The Rise of Plus-Size and Transgender Models
How Victoria's Secret is redefining beauty standards by spotlighting plus-size and transgender models in its modern era.
Victoria’s Secret’s Dramatic Shift: A New Era of Representation
Long recognized as an emblem of mainstream beauty ideals, Victoria’s Secret has dominated the lingerie industry for decades. However, mounting public pressure, cultural evolution, and changing consumer preferences have pushed the iconic brand toward a radical reimagining. In recent years, Victoria’s Secret has opened its legendary runway to plus-size and transgender models, challenging stereotypes and introducing unprecedented diversity to its roster.
The Historical Exclusivity of the Victoria’s Secret Runway
For much of its history, Victoria’s Secret was synonymous with a singular and often unattainable definition of femininity: ultra-thin, predominantly white, cisgender models. The annual Victoria’s Secret Fashion Show—launched in 1995 and broadcast globally since 2001—was a visual spectacle that shaped global beauty standards, but it famously excluded models who didn’t fit its narrow archetype. This approach began to draw increasing criticism, particularly as the world grew more aware of the importance of representation across race, body size, gender, and background.
- Lack of Diversity: Decades of featuring only a narrow spectrum of beauty fueled frustration and activism among advocates and consumers alike.
- Public Criticism: The brand’s C-suite was repeatedly called out for transphobic and sizist comments from executives, notably in 2018 when Ed Razek, former chief marketing officer, publicly opposed the inclusion of transgender and plus-size models.
The Demand for Change
By the late 2010s, the tide had clearly turned. Movements such as #MeToo and widespread calls for better inclusivity forced fashion houses—including Victoria’s Secret—to explicitly address their shortcomings. While competitors like Aerie and Savage X Fenty quickly embraced a broad spectrum of models, Victoria’s Secret initially lagged behind. Its absence of plus-size and transgender representation became untenable as consumers increasingly demanded authentic diversity in the modeling industry.
- Consumer Backlash: Victoria’s Secret saw declining ratings and sales as shoppers turned to more representative brands.
- Media Scrutiny: Activists and journalists amplified how the brand’s ideals were out of step with the lived realities of most women.
- Competitors Setting the Pace: Rihanna’s Savage X Fenty show and American Eagle’s Aerie line featured models of all sizes, races, and gender identities, raising the bar for inclusivity.
Breaking Barriers: The Inclusion of Plus-Size Models
Victoria’s Secret took its first major step toward inclusivity in 2019 by collaborating with the British lingerie brand Bluebella on a campaign featuring Ali Tate Cutler, the brand’s first openly plus-size model. Cutler, a UK size 16, was at the center of both celebration and critique: while many regarded her inclusion as a step in the right direction, others pointed out it was overdue and still fell short of true size inclusivity seen in other fashion shows.
| Model | Notable Achievement | Campaign/Year |
|---|---|---|
| Ali Tate Cutler | First plus-size model in VS campaign | Bluebella x Victoria’s Secret, 2019 |
The campaign with Bluebella aimed to associate the Victoria’s Secret brand with empowerment and inclusivity by using models of various shapes and backgrounds. Cutler herself emphasized the symbolism of her presence, expressing hope that her inclusion would open doors for even more diverse representation in mainstream fashion. Her appearance in Victoria’s Secret signage, both online and in flagship stores, marked a seismic yet measured change for the company.
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- Broader Impact: The partnership inspired dialogue and debate about what inclusivity truly means in fashion.
- Consumer Response: Many applauded the move while pushing for an expanded commitment to larger sizes and more body types.
- Ongoing Critique: While Cutler’s size 16 is technically considered plus-size, critics noted that larger and more visibly diverse bodies remained underrepresented.
Beyond Tokenism: Is Real Change Underway?
Some observers questioned whether the inclusion of a single plus-size model was a genuine commitment to change or a calculated marketing response. However, the brand’s growing willingness to partner with external advocates and collaborate on diverse projects suggests a real—if gradual—culture shift. Key to this progress has been high-profile social media campaigns and outspoken support from models themselves, who have leveraged their platforms to shift the conversation toward body positivity and authenticity.
Transgender Models Join the Ranks
The landmark inclusion of transgender models—once unthinkable under Victoria’s Secret’s old guard—became a symbol of sweeping change. In 2023, Victoria’s Secret expanded its vision by including Valentina Sampaio and later, in 2024 and 2025, Alex Consani. Their presence marked a historic first for the brand’s fashion show and campaigns, shattering barriers for trans representation in mainstream fashion marketing.
| Model | Milestone | Year |
|---|---|---|
| Valentina Sampaio | First trans model in campaign | 2019 |
| Alex Consani | First trans model to walk the VS Fashion Show | 2024 (Model of the Year award), 2025 (Announced as VS Angel) |
Sampaio had previously worked with Victoria’s Secret, making headlines in 2019 as the first openly trans model to feature in a campaign. Consani’s 2024 debut on the runway—and subsequent elevation to Angel status in 2025—resonated far beyond the catwalk. Consani’s approach underscores the importance of full, nuanced inclusivity: “Authentic representation means reflecting all facets of the trans community—not limited by race, body type, or ability.”
- Visibility: The inclusion of multiple trans models showcased talents and narratives seldom seen in mainstream fashion.
- Empowerment: Consani and Sampaio used their platforms to advocate for more opportunities for marginalized groups, asserting that beauty and confidence transcend gender or anatomy.
- Industry Ripple Effect: Their appearances inspired other brands and agencies to revisit casting practices, sending a strong message on the power of visible, intersectional representation.
Reception and Controversy: Balancing Progress and Critique
Although many celebrated the revolution underway at Victoria’s Secret, critics rightfully noted the slow and sometimes hesitant pace of change. Social media reactions were mixed, with some praising the brand’s new inclusivity and others expressing skepticism, questioning the depth and reach of these policies. Nonetheless, the impact on aspiring models and consumers alike has been profound, signaling that even legacy brands can evolve in response to cultural demands.
- Positive Impacts: The move has been hailed as empowering for those who have never seen themselves reflected in major fashion campaigns.
- Ongoing Critique: Others remain wary, citing the need for more widespread and sustained changes in casting, advertising, and sizing options.
The Social Media Conversation
The response on platforms such as Instagram and Twitter amplified the campaign’s reach and cemented the cultural significance of this turning point.
- Ali Tate Cutler and Alex Consani both used their personal accounts to express gratitude and optimism, underscoring the importance of authenticity in representation.
- Fans, activists, and fashion critics weighed in with both celebration and constructive criticism, pushing Victoria’s Secret to further expand its commitment to diversity.
Why Representation Matters: The Broader Impact
The arrival of plus-size and transgender models on the Victoria’s Secret stage is both a sign and a driver of changing perceptions about beauty and identity. Representation is not merely about visibility; it is directly linked to self-esteem, aspiration, and cultural narratives.
- Self-Image: Studies confirm that seeing a broader range of body types and identities positively impacts individuals’ self-confidence and mental health.
- Industry Shifts: Mainstream brands like Victoria’s Secret influence both public attitudes and trends within the wider fashion industry.
- Normalization: When high-profile brands feature diverse models, it helps normalize varied expressions of gender and body type for global audiences.
Industry Reactions and the Path Forward
Victoria’s Secret’s inclusion of plus-size and transgender models has sent ripples through the fashion world. Rival brands have been forced to further diversify their own campaigns, and casting agents are now pressured to value authenticity and intersectionality when scouting talent. Consumers, too, are playing a crucial role: online shopping behavior and social media feedback rapidly translate into which brands thrive or decline.
- Fashion Media: Leading publications and critics have shifted their coverage to highlight diversity milestones and hold brands accountable for real progress.
- Model Advocacy: Prominent models are demanding fair treatment, better working conditions, and recognition not just for show, but as integral figures shaping the brand’s future.
Challenges Ahead
Despite these advancements, hurdles remain. True inclusivity involves not only appearance, but also support systems, behind-the-scenes access, and ongoing investment in models from marginalized backgrounds. Consumers and advocates continue to call for:
- Wider range of body sizes and shapes in campaigns and stores
- Permanent, meaningful representation—rather than limited, one-off campaigns
- Inclusive leadership and creative teams behind the camera and at corporate levels
Frequently Asked Questions (FAQs)
Q: Who was Victoria’s Secret’s first plus-size model?
A: Ali Tate Cutler was the brand’s first plus-size model, featured in partnership with Bluebella in 2019.
Q: Who are the transgender models who have walked for Victoria’s Secret?
A: Valentina Sampaio was the first openly transgender model to work with the brand in 2019, and Alex Consani debuted on the runway in 2024, becoming an Angel in 2025.
Q: Why did Victoria’s Secret receive criticism over its model selection?
A: The brand faced ongoing backlash for narrowly defining beauty, with repeated exclusion of plus-size and transgender models, and was further criticized for comments made by executives dismissing the need for inclusivity.
Q: What impact does greater representation have in fashion?
A: A broader representation of bodies and identities promotes self-confidence, combats harmful stereotypes, and helps normalize diversity, benefiting consumers and industry professionals alike.
Conclusion: Toward a More Inclusive Future
Victoria’s Secret’s embrace of plus-size and transgender models reflects a noteworthy, if overdue, progression toward inclusion in the fashion world. The brand’s willingness to open its stage to a wider spectrum of identities—while imperfect and ongoing—marks a turning point in the ongoing battle for diversity. As more brands acknowledge and celebrate diverse expressions of beauty, the definition of what is possible in fashion continues to shift, propelled by the voices and visibility of models who dare to challenge tradition.
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