Gigi Hadid opened the Victoria's Secret Fashion Show to the pre-chorus of Chappell Roan's "Femininomenon." It makes some sort of sense that Victoria's Secret chose this song to frame the return of its fashion show, which is actually just a long ad that the company managed to turn into a weird cultural touchpoint for 20 years. This show once symbolized a specific vision of femininity, but it now struggles to find relevance in a changing cultural landscape.
Chappell Roan is one of the biggest pop stars of the year, and her earworm singles are the perfect kind of good-vibes, girl-power music for corporate advertisements, as long as you don't listen to the lyrics too closely. This contradiction underscores the tension between the show's superficial celebration of femininity and the deeper cultural movements that challenge the very essence of that identity.
The word "bitch" was muted, which was jarring at first, but in a way also perfectly encapsulated the show's toothless attempt at corporate feminism in its bid to recapture the affections of young women across the country. This muting illustrates the awkward navigation Victoria's Secret is attempting between brand relevance and the evolving expectations of their audience regarding authenticity and empowerment.
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