By Bailey Heryford
When I started working at Victoria’s Secret, I expected to learn about sales and customer service. What I didn’t realize was how much I would learn about brand voice. Every detail in the store, from the music and displays to how we interact with customers, reflected the same personality the brand shows online. Working there helped me see how a brand’s voice isn’t just written in captions or campaigns. It’s something that comes through in everything you do.
Consistency is Everything
One of the biggest things I noticed was how much consistency matters. The same tone that appeared in social media captions showed up in how we talked about products or help customers. It made the brand feel like one clear voice, whether you were scrolling through Instagram or shopping in person.
That consistency is what builds trust. When people see the same colors, tone, and energy across every space, they start to recognize the brand and connect with it. Working in the store made me realize that the in-person and online experiences are really just different parts of the same overall brand story.
The Return of the Victoria’s Secret Fashion Show
When the Victoria’s Secret Fashion Show returned in 2024, it felt like a turning point for the brand. The show wasn’t just about supermodels walking the runway anymore. It included influencers, models and artists with different backgrounds, along with performers like Madison Beer who brought a modern energy to the event. The brand mixed old-school glamour with new voices, creating something that felt both nostalgic and fresh.
Victoria’s Secret used social media to make the show huge again. They shared behind-the-scenes moments, livestreamed performances and encouraged interaction from fans. The show took over TikTok, Instagram, and YouTube with real-time clips and reactions from influencers and viewers. Not only did influencers walk in the show, but many were invited as spectators and even to host interviews and different events at the show. The 2025 show continued that momentum. It proved that Victoria’s Secret is using digital storytelling to rebuild the excitement the brand once had. It was more than a fashion show. It became a social media event that brought the brand voice to life for a new generation.
How Social Media is Changing the Brand
Featuring influencers on the runway showed how much Victoria’s Secret is adapting to the world of social media. Many of the women walking had their own followings and were creating content that reached millions instantly. This shift shows how the brand is focusing more on authenticity and relatability. Instead of relying only on traditional models and staged campaigns, they are connecting through real people who already have trust online. They do still have their iconic models walking that fans know and love. Platforms like TikTok and Instagram have become central to this new strategy, proving that a brand’s voice now lives as much in an influencer post as it does in official company ads.
What This Taught Me as a PR Student
Working retail helped me understand how much thought goes into shaping and protecting a brand’s voice. Every conversation, caption, and campaign needs to feel consistent, not forced. As a student studying public relations, I’ve realized that brand voice isn’t something you write once and follow forever. It’s something you show through actions, and when it’s done right, it builds trust.
Bailey Heryford — My LinkedIn
Bailey Heryford 
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