# Victoria's Secret opens 2026 Fashion Show casting to creators, backing audience over agency *The brand shifted its flagship event to favor follower-vetted talent, not just editorial picks.* By **Jenny Huang Goodman MPA MSc MHSA, Principal** — The Stash Edge, Hako Shikin LLC. Published 2026-06-27. Canonical: https://www.pops4.com/stash/articles/victorias-secret-2026-06-27t21-3 Subject: Victoria's Secret Tags: creator marketing, event marketing, community activation, influencer strategy, fashion retail --- Victoria's Secret announced that its 2026 Fashion Show will include creators in the casting lineup alongside traditional models and celebrities, according to Glossy. The brand is explicitly opening its primary marketing moment—the runway event that historically drew **10 million** viewers—to talent vetted by audience rather than agency alone. The move places creators on equal footing with contracted models in the selection process. Victoria's Secret is accepting applications from influencers and content makers, evaluating them for the same runway slots that previously went exclusively to scouted or celebrity talent. The casting expands the pool and shifts the selection criteria from pure editorial fit to demonstrated audience engagement. This works because the Fashion Show is a distribution event, not just a brand statement. A creator who walks the show carries their own reach into the activation. When a model with **500,000** engaged followers participates, the brand inherits that audience for the duration of the campaign cycle. The creator posts rehearsal content, behind-the-scenes footage, and show-day material to an audience that already trusts them. Victoria's Secret converts borrowed attention into owned awareness without buying media. The second mechanism: creators self-select for brand affinity. An influencer who applies to walk the Victoria's Secret show is signaling alignment. They have already built content around fashion, body positivity, or lifestyle categories that overlap with the brand's repositioned message. The application itself is a filter. Victoria's Secret auditions only the creators who want the association, reducing misalignment risk and increasing the likelihood that post-show content feels organic. A small physical-product brand runs this by opening a signature moment to customer talent. If you host an annual launch event, a pop-up, or a milestone campaign, reserve **two to four** participation slots for customers or micro-influencers who apply. Set clear criteria: follower count (start at **2,000** to **10,000** for micro plays), category alignment, and a short video explaining why they want to participate. Use a simple Google Form. Review submissions for engagement rate and content quality, not just follower volume. Select participants **four to six weeks** before the event. Give them a role: unbox a preview product on camera, host a segment of your livestream launch, or appear in event photography wearing your hero item. Provide a brief (one page) covering talking points, brand guidelines, and hashtags, but let them script their own voice. Offer a participation kit: the product, branded materials, and clear photo/video rights so you can repost their content. Budget **$200** to **$500** per participant if you are covering travel or product cost; many will participate for product and exposure alone if the event has credibility. Promote their involvement two weeks out. Announce the selected creators on your owned channels and tag them. They will amplify the announcement to their audiences, pre-loading awareness for your event. During the event, give them content moments: backstage access, a dedicated photo angle, or a livestream takeover segment. Immediately after, request their content within **48 hours** and negotiate repost rights in advance. Repost their material to your feed and stories, crediting them clearly. Their followers see social proof; your audience sees third-party validation. The broader pattern is casting your customers as the campaign. When the people who use your product become the people who present it, you collapse the distance between brand message and peer recommendation. Victoria's Secret is making that structural by opening the runway. You make it structural by opening your flagship moment to the people who already bought in. ## The takeaway Reserve event or launch participation slots for engaged customers; let their audiences pre-load your reach. --- ## Publisher **Hako Shikin LLC** — Virginia Beach, Virginia. Founded 1997. ASI 217876 · DUNS 18-204-6339. Principal and author: **Jenny Huang Goodman MPA MSc MHSA**. - Author: https://www.huanggoodman.com/about - LLM context: https://www.pops4.com/stash/llms.txt - MCP endpoint, for AI agents: https://mcp.pops4.com/mcp - Client dashboard: https://dashboard.pops4.com/ - Catalogue: 70,000+ products, 200+ brands