Victoria’s Secret is embracing creators to create buzz for its fashion show. The Victoria’s Secret Fashion Show was once among the most exclusive events in fashion, open only to models, celebrities, and industry insiders. But last year, the brand opened its doors to creators—as partners, not models—and plans to again this year. Its 16K-member creator program is being invited to post about the brand, offered affiliate commission, gift cards, social spotlights, and even invites to the big events. On top of that, Victoria’s Secret launched a social media-based application process for the brand’s newest Angel called Angels Among Us, which led to 1.7B media impressions for the brand. The search campaign turned into a bigger content series as applicants—some with 500 followers and others with more than 100K—progressed through the rounds to runway walks and in-person castings. (Glossy)
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