The inclusion of transgender models Valentina Sampaio and Alex Consani in the Victoria’s Secret Fashion Show (VSFS) marks a significant cultural shift in the representation of gender and sexuality in mainstream media. This change aligns with the critical discourse on Trans TV as articulated by Goddard and Hogg (2018), who emphasise the importance of visibility and representation in creating nuanced narratives that challenge traditional norms.

Historically, the VSFS has been criticised for its lack of diversity. The brand’s decision to feature transgender models not only amplifies voices that have been marginalised but also reflects a broader societal movement towards inclusivity. The representation of transgender models in a high-profile fashion event is a reflection of the changing dynamics of audience engagement. As Rustad (2018) suggests, the rhythms of television and media consumption are evolving, allowing for deeper connections between viewers and the narratives presented. By showcasing transgender models, VSFS aligns itself with the emerging cultural conversations surrounding gender fluidity and identity, creating parasocial connections that resonate with viewers’ experiences, potentially benefitting the brand’s sales within the trans demographic.

By introducing transgender models, VSFS not only challenges outdated hyper-feminised imagery and beauty standards but serves as a spectacle that captivates audiences, prompting them to reconsider preconceived notions of beauty and femininity. The visual representation of transgender models becomes cultural commentary, rebelling against normative constructs that the brand itself propelled for so long and redefining what it means to be beautiful in a commercialised context. This shift invites viewers to question the indexical relationship between the models and societal expectations of gender.

However, other brands like Dior and Marc Jacobs widened their inclusivity several years ago. Therefore, critics argue that VSFS’s decision was driven by a need to appease a growing demand for representation, rather than a sincere shift in the company’s values. Many consumers favour brands that prioritise inclusivity so this could be seen as a strategic response to avoid further criticism and potential cancellation in a rapidly evolving media landscape.

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Simrah Wajahat