Mumbai: Apparel Group, a global fashion and lifestyle retail conglomerate, celebrated the anticipated return of the Victoria’s Secret Fashion Show with a series of exclusive activations, blending art, dance, and cutting-edge technology. The multi-sensory experiences spanned across key locations, offering fans a unique and immersive way to connect with the brand’s iconic heritage. These initiatives are designed to engage customers, brand loyalists, and fashion enthusiasts both digitally and offline, fostering immersive experiences that intertwine artistic expression, cultural elements, and interactive media.
Victoria’s Secret, known for redefining beauty and fashion, made its runway return in spectacular style, and Apparel Group ensured that the excitement reached its audience across India. Each activation was meticulously crafted to showcase the brand’s allure while integrating the latest in technology and live performances.
Apparel Group India CEO Abhishek Bajpai said, “Our collaboration highlights Apparel Group’s dedication to embracing diverse creativity while honouring India's rich artistic heritage. We are excited to have crafted an immersive and memorable experience for our customers. By merging art, performance, and technology, we’ve not only celebrated the brand’s iconic legacy but also brought the magic of the runway to our audience in fresh and dynamic ways. Our exclusive activations across key locations in India invite fans to engage with Victoria’s Secret in a manner that truly honours its iconic heritage.”
Artistic installations:
Apparel Group unveiled three exclusive art installations inspired by the glamorous legacy of Victoria’s Secret Wings. These installations by renowned Indian artist Lekha Washington served as a visual spectacle, inviting viewers to experience the brand's iconic wings in a fresh and innovative light. Displayed in prime locations across malls (Mumbai, Bengaluru, and Delhi), the Red Dot Chair seamlessly blends traditional elements with contemporary aesthetics, creating pieces that resonate with both local and global audiences. The empowering aesthetic gave the audience a chance to interact and share their experiences on social media.
Dance performances:
Live dance performances captivated onlookers, bringing the energy and essence of the Victoria’s Secret Fashion Show to life. Featuring Shakti Mohan and her powerhouse squad of 20 fierce, all-female dancers, the performances showcased a modern interpretation of confidence, beauty, and individuality. Dressed in Victoria’s Secret Iconic PJ Sets, the energetic dancers and their charismatic leader guided the flash mob through a choreographed routine set to popular music. This thrilling performance at Ambience Mall, Gurgaon, and Phoenix Palladium, Mumbai created a unique and unforgettable experience for all attendees.
Interactive digital and virtual experiences:
Cutting-edge technology played a key role in the activations. To launch the campaign, Victoria’s Secret India took over the Mumbai Sea Link with an interactive CGI video. The video featured a vibrant pink transformation of the city’s iconic landmark, unveiling the date of the Victoria’s Secret Fashion Show and sparking curiosity while building excitement for the event.
As a visionary leader in retail, Apparel Group continues to elevate customer experiences through innovation and creativity. The return of the Victoria’s Secret Fashion Show is the beginning of a series of engaging events and initiatives planned for the coming months, promising fans more opportunities to connect with their favourite brands in unexpected ways.
