Victoria’s Secret will present a “re-imagined fashion show” on Amazon’s Prime Video.
“The Victoria’s Secret World Tour” will be available to stream on Sept. 26, and a tour-inspired collection will be available for sale following the show’s release, the apparel brand said in a Thursday (July 27) press release.
“The Tour” will be part fashion event and part documentary, featuring fashion, art and profiles of 20 creatives who will curate fashions from around the world alongside Victoria’s Secret designs, according to the release.
“This collaboration creates an unparalleled viewing experience, bringing the magic of ‘The Tour’ directly to audiences far and wide,” Greg Unis, brand president of Victoria’s Secret and PINK, said in the release. “Through this collaboration, we are reinforcing our commitment to deliver captivating content that celebrates our heritage and resonates with our customers.”
Following the debut of the “The Tour,” the tour-inspired collection will be available on both the Victoria’s Secret website and the brand’s Amazon storefront, where fast, free delivery will be available to Prime members, according to the press release.
“At Amazon Fashion, we’re always inventing new ways to inspire our customers through unique shopping experiences,” Amazon Fashion President Muge Erdirik said in the release. “After expanding our wide selection of Victoria’s Secret lingerie and apparel earlier this summer, we’re thrilled that customers will also be able to shop the film-inspired collection this fall.”
The launch of “The Tour” and the collection it inspired continues the expansion of an existing collaboration between Victoria’s Secret and Amazon.
In June, the apparel brand expanded the range of products available on its Amazon storefront after a successful launch. In addition, some Victoria’s Secret apparel was added to Amazon’s “try before you buy” initiative, which allows Prime members to try on bras before making a purchase.
Victoria’s Secret announced its plans to produce “The Tour” in May, saying it would replace the brand’s traditional runway event with a full-length film featuring women from diverse backgrounds worldwide and appealing to a more diverse set of customers.
“This film is the ultimate expression of the Victoria’s Secret brand transformation,” Raul Martinez, executive vice president and head creative director at Victoria’s Secret, said at the time.
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