Victoria's Secret will stream its fashion show globally on Oct. 18 from Los Angeles, and for the first time it wants fans inside the tent — not just watching from the outside.

The lingerie brand is reshaping its iconic runway event into something more communal and accessible. The playbook includes ticket drops for fans and a nationwide search for a new Angel. The show streams on YouTube and the brand's social channels, followed by the company's first post-show TikTok Live.

It's the second show under chief marketing and customer officer Elizabeth Preis, who joined the company in May 2025. Preis told Adweek that after watching how fans gathered together to view the 2025 event, the brand wanted to "make sure this year was much more participatory as a night of fun and friendship."

Why is Victoria's Secret opening the doors?

The moves come after years of rebuilding its image. The once-exclusive show, long defined by its supermodel-only casting, now functions as a fan-facing platform rather than a broadcast spectacle.

The shift is deliberate. Fans who organized their own viewing gatherings for the 2025 show signaled demand for shared experiences around the brand. Preis's team responded by building participation directly into this year's format — tickets in fans' hands, a public casting hunt, and a live TikTok afterparty that extends the night beyond the runway.

Each element pulls the event closer to the audience. Ticket drops turn viewers into attendees. The nationwide Angel search turns casting into content. The TikTok Live turns the post-show into its own programming slot.

What's the marketing logic?

For a brand still in turnaround, the fashion show now does double duty: it rebuilds cultural relevance while generating participatory moments fans can amplify on their own channels.

The Los Angeles show on Sunday, Oct. 18, is the test. If ticketed access and the Angel search drive the engagement Preis's team saw organically in 2025, expect the fan-movement model to become the format's new standard.

By James Calloway