Why the Victoria’s Secret Fashion Show Opener Matters
Because the Victoria’s Secret Fashion Show is a global televised fashion event with decades of cultural footprint, the identity of who opens it is closely watched. The opener sets the tone, signals the show’s thematic direction, and is often tied to peak brand visibility and commercial value. This guide explains how opening roles have evolved, the typical profile of a Victoria’s Secret Fashion Show opener historically, and how selection reflects broader shifts in the brand and the industry.
Historical Role of the Opener
Early shows from the mid-1990s through the 2000s often used a model to open in iconic fantasy segments, commonly wearing a signature wings look or elaborate couture piece that visually announced the show’s scale. Over time, the opener emerged as a strategic choice: a top-tier star whose presence could elevate runway impact and maximize broadcast reach. The opening look and walk became a marquee moment, tightly linked to the show’s prestige.
The Supermodel Era
In what many consider the show’s classic era, the opener was frequently one of the world’s highest-profile models. Names such as Naomi Campbell, Cindy Crawford, Claudia Schiffer, and later Gisele Bündchen became strongly associated with opening the show, often anchoring a fantasy segment that highlighted the brand’s aspirational aesthetic. These openings reinforced the perception of the event as a top-tier fashion spectacle.
Transition Toward Celebrities and Broader Appeal
As the show expanded its audience, openers began to include musicians and major celebrities alongside traditional supermodels. Performers were sometimes paired with models for the opening, blending music, spectacle, and product. This shift aligned with broader changes in fashion show strategy, aiming to grow viewership and deepen cultural relevance by leveraging music and viral moments.
Selection Criteria and What the Brand Looks For
While never publicly codified, the selection criteria for who opens the Victoria’s Secret Fashion Show have centered on star power, audience reach, alignment with the show’s fantasy narrative, and the ability to command a premium profile on a global stage. Historically, the opener combines elite modeling pedigree with the kind of public recognition that amplifies promotional value across multiple platforms.
Key Considerations in the Selection Process
- Star power and media recognition, ensuring strong opening impressions
- Visual impact on camera, fitting the fantasy segment concept
- Audience reach across fashion, music, and social platforms
- Brand alignment, including audience perception and commercial fit
- Logistics and availability for rehearsals, fittings, and broadcast dates
Notable Openers by Era
Certain openers are remembered as defining moments for the show. High-profile supermodels and crossover stars have opened during peak televised years, setting benchmarks for future selections. These choices are often discussed in retrospect as examples of strong event programming.
Standout Opening Moments
| Year | Opener(s) | Notes |
|---|---|---|
| 1995 (early shows) | Naomi Campbell | Fantasy segment, establishing top-tier model openers |
| 2000–2009 | Gisele Bündchen, Adriana Lima, Alessandra Ambrosio | Peak era of supermodel openers, high production value |
| 2010s | Lily Aldridge, Bella Hadid, Jourdan Dunn | Mix of established and rising models, increased diversity |
| Later years | Celebrities and musicians paired with models | Broader audience targeting, musical integration |
How the Role Has Evolved
The profile of a Victoria’s Secret Fashion Show opener has shifted alongside changes in fashion, media consumption, and the brand’s own strategy. Earlier decades emphasized pure fashion pedigree, often choosing the highest-ranking supermodels to lead the show. More recent approaches balance modeling credentials with broader cultural relevance, sometimes incorporating musicians and high-profile personalities to capture attention beyond traditional fashion audiences.
Modern Expectations
Today, an opener is evaluated not only on fashion runway presence but also on social influence, global name recognition, and ability to perform or engage within a televised spectacle. This reflects broader trends in fashion events, where digital reach and audience engagement weigh heavily in programming decisions.
What to Watch For in Future Shows
As the brand and its show format continue to evolve, the identity of the opener will likely reflect ongoing shifts in audience expectations, media landscapes, and marketing priorities. Potential openers may include a blend of established supermodels, emerging stars with strong social followings, and personalities from music and entertainment, depending on the creative direction chosen by producers and brand leadership.
Final Takeaways
The person who opens the Victoria’s Secret Fashion Show is chosen to signal importance, set a visual tone, and maximize the show’s impact across broadcast and digital platforms. Historically, this role leaned heavily on top supermodels, but it has expanded to include celebrities and musicians as the event’s goals have evolved. Understanding the opener offers insight into the show’s strategy, brand positioning, and the broader industry trends shaping high-profile fashion events.
Additional Context and Considerations
Selection of an opener often involves coordination among brand leadership, show producers, and talent agencies. Factors such as production requirements, segment storylines, and global audience demographics all play a role. For viewers, the opener is more than a fashion moment: it is an indicator of the show’s tone and a preview of the scale and ambition of the evening.
Common Questions
- Is the opener always a model? Historically, many openers were top supermodels, but in later years the role has sometimes gone to musicians or celebrities, especially when paired with a model.
- How are openers chosen? Choices are shaped by brand strategy, audience reach, visual fit, availability, and alignment with the show’s creative theme.
- Does the opener also close the show? Not always; openers and closers are selected separately based on different creative and strategic considerations.
- Has the opener ever been a relative unknown? While rare, emerging faces are occasionally selected to introduce new directions or segments, though high-profile names remain common.
tags: fashion show, victoria secret, fashion show opener, opening act, runway show