because the obvious has already been explained...
Victoria's Secret MEN?
BY ARISTOS PATSALIDIS
11 January 2026
AI generated image
Year 2026: The consumer begins to alter towards a renew sense of societal value which surprisingly appeals to become increasingly traditional. A consequence of the much-needed rebellious decade of the 10s, which reflected both the de-stigmatization of norms and the unravelling of the pre-established structures. Now, with aspects of tradition introduced into renewal, this next chapter of society seeks to balance past and future into the present; a shift that increasingly confounds the market, with brand identity and advertising walking on a minefield of consumer expectations.
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The mass industrialisation of trends and micro-trends that dominated the Instagram era is gradually fading away, occurring simultaneously with the de-digitalisation of consumers who increasingly value real-world experiences; even as AI rises alongside them. This new consumer can no longer be viewed as a single entity or even a collection of individuals, but as individuals who, alongside the market, are learning to understand their own needs, desires, and sense of self. It is thus safe to say that the future market landscape is no longer clearly defined, but rather resembles a road shrouded in the dense fog of the unknown. For this reason, in the coming years the brands that successfully manage the delicate balance between inclusivity and exclusivity will be the ones that survive both the economic crisis rising in the horizon as well as the next decade of constant change.
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Within this struggle to understand the consumer needs, each brand has the potential to stand out from its competitors, through the only certain path in the times of uncertainty: staying true to itself. With Authenticity becoming the new non-negotiable and consumers gravitating towards brands that remain faithful to their true identity and their corporate DNA. This has been evident in numerous brands that have returned to their traditional self, alike Dior, Burberry, Maybelline, Calvin Klein, American Eagle, GAP and more.
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Alike the forth mentioned, Victoria’s Secret, is a brand that, after nearly a decade away from the runway, has returned with its annual fashion show; a spectacle that still sparks considerable excitement among the previous and the next generations of consumers. Today, Victoria’s Secret positions itself as an entirely inclusive, women-led brand, empowering the individuals who choose its products, while retaining the glamour and energy reminiscent of the early 2000s. Yet, while championing the female consumer, and removing the toxic masculine undertones that once harmed its image, one question remains: is the brand limiting its potential to grow over the next decade, or could it instead significantly increase revenue, through Menswear?
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This is a general question that public have been asking for a decade long: whether the brand shall cater exclusively to the female consumer or expand into menswear; a segment that accounts for approximately 20% of the overall retail purchases.
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Now, I would like to share a brief story. Around 2015, when the brand began distancing itself from its original Angels and introduced a renewed lineup including Elsa Hosk, Jasmine Tookes, and Taylor Hill, I distinctly remember thinking that the brand needed to bring the original Angels back or risk losing its identity. At the time, I even wrote an email to the company advocating for the return of figures such as Gisele Bündchen, Karolína Kurková, and Tyra Banks. Yet as I was only 15, I never imagined those ideas would be taken seriously, and so the email was deleted and never sent to the brand
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Fast forward to 2024, and Victoria’s Secret reintroduced its iconic angels to the runway. And what once seemed like a naïve, almost childish thought, was ultimately proven to be a strategy the brand adopted almost a decade later. And so, I thought, if the year 2036, Victoria’s Secret decides to introduce a, men’s line, this article may already exist online as proof of my mind. Yet it is now that I firmly believe the brand should enter the menswear market, at a moment when the men’s underwear and cosmetics industries are actively emerging and flourishing.
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Gender roles within the industry have shifted dramatically—almost to the point of being unrecognizable when compared to the early 1980s, when the brand first entered the market. This transformation has occurred, first, through increasing gender neutrality within the modelling industry, which now caters to consumers who appreciate fashion beyond traditional gender definitions. Second, it has been driven by greater inclusivity in body diversity, age, and sex. Yet, amid this openness, the once-conservative representations of male and female identities have nearly reversed. The male body is now widely perceived as aesthetically desirable, and the male model is increasingly objectified and somewhat sexualized.
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Additionally, the male consumer has entered new markets, including cosmetic surgery, makeup, skincare, and fashion, becoming more knowledgeable about the beauty industry than ever before. These underlying signals are particularly evident in the rise of male cosmetic procedures and the viral ‘looksmaxxing’ trend on TikTok and Instagram. A movement, largely aimed at a male audience and inspired by male models Jordan Barrett and Chico Lachowski. The trend is highly popular among younger generations of men, and it emphasises the optimization of appearance through skincare, fitness, and, increasingly, more extreme measures such as cosmetic surgery.
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Particularly within the cosmetic industry male plastic surgery has dramatically increased with minimal invasive cosmetic treatments rising to 253%. Specifically, treatments alike Botox and fillers has increased by 65% and 70% in male patients respectively when compared to 2019 data. More invasive procedures, such as rhinoplasty, have also seen a 72% increase and now rank among the most popular cosmetic surgeries among men.
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Another industry that continues to gain significant growth among the male population is cosmetics, with surveys showcasing that 72% of U.S. men aged 18-34 now use makeup as part of their daily routines. The trend has increased significantly within social media with male influencers such as Bach Buquen—who, with a following of 4.8 million, has fronted campaigns for products like MAC Studio Fix Foundation; normalising the use of cosmetics for men. Not only is this shift in aesthetic values here to stay, but the male cosmetics industry is also projected to double by 2035, reaching an estimated revenue of £130billion yearly.
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Within the fashion industry, the increase in male consumers is particularly evident in retail, where brands such as Zara have begun opening stores dedicated exclusively to men, launching their first Zara Man store in Madrid in 2024, followed by their first U.S. location in California in 2025. This targeted focus on the male consumer as an emerging financial force within fashion retail also reflects a broader cultural shift, showcasing that men are increasingly investing in their appearance and personal style.
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This means that younger generations, and especially Gen Z, are redefining masculinity as inclusive of self-care and expression, and therefore the percentage of male consumer of both retail and beauty products will increase in the following decade.
Within the underwear segment in particular, brands have increasingly demonstrated the commercial power of male-focused imagery, revealing a consumer base that actively engages with, and derives pleasure from, male underwear advertising, especially when driven by high-profile celebrities.
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In 2025, Calvin Klein launched its new Spring campaign for the Icon Cotton Stretch Underwear featuring Bad Bunny. The video went viral on TikTok and Instagram within the first 48 hours, generating an estimated $8.4 million in Media Impact Value (MIV) and now surpassing 6.1 million views on YouTube. Similarly, other recent Calvin Klein campaigns with male ambassadors, Jeremy Allen with 10 million views and Jung Kook with 5.7 million, have achieved comparable viral success. By contrast, the female underwear campaigns featuring Jennie, Kendall Jenner, and others have not reached the same level of virality.
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Surprisingly, this effect is not limited to the PVH giant. When Kim Kardashian launched the Skims Men’s line, the brand reportedly broke records, earning millions of dollars within the first few minutes and receiving 25,000 orders in just the first five minutes of the products availability. The campaign featuring Neymar Jr., NFL’s player Nick Bosa, and NBA’s Shai Gilgeous-Alexander, generated an approximate $13.8million (MIV), and has since become one of the most-watched videos on the brand’s YouTube channel.
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Now we are all mostly familiar with the story the Victoria’s Secret brand. Yet while aspects of its foundational identity are being placed into questioned by today’s consumer, the brilliance of its marketing and branding strategy at the time cannot be ignored. At a time when Skims did not yet exist and Calvin Klein was generating under half a billion dollars annually, Victoria’s Secret was producing an estimated $3.2 billion in yearly revenue, making it the highest-earning underwear brand in the world. And it was them that first truly understood the power of brand ambassadors, signing Gisele Bündchen for a reported $25 million per year and assembling runway lineups featuring some of the most iconic models in fashion history. So, I believe it is only fitting that, in this era of change, Victoria’s Secret should position itself as a leading brand in the men’s underwear industry as well.
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Given that male consumers account for roughly 20% of retail sales, Victoria’s Secret could potentially increase its annual revenue by an estimated £1.3 billion simply by entering the menswear market. As the male consumer continues to emerge as a financial force comparable to the female consumer—and as traditional gender norms are increasingly redefined or dissolved—the next chapter of this lingerie titan may lie in menswear. By embracing this shift, Victoria’s Secret has the opportunity to once again position itself as a leader in the global lingerie and underwear market.
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It is important to acknowledge that Victoria’s Secret is a female-led brand that primarily caters to women. That said, menswear-designated stores, strategically located in cities such as Los Angeles, New York, Seoul, and London, and serving exclusively male consumers, could act as a key tactic for brand revitalization, while simultaneously maintaining its female-empowering image and reinforcing its commitment to inclusivity.