Victoria’s Secret introduced its Angels as a formal brand marketing group in 1997.
The Angels concept developed from Victoria’s Secret’s use of prominent fashion models in advertising, catalogs, runway presentations, and television appearances. Rather than referring only to models appearing in one campaign, “Angel” became a recognizable marketing title associated with the company.
The group helped distinguish Victoria’s Secret from ordinary retail advertising. Angels were promoted through lingerie campaigns, fashion-show appearances, interviews, and major public events, making the models part of the brand’s identity. The term is often confused with the broader set of models who walked in Victoria’s Secret Fashion Shows; not every runway participant was an Angel.
The Angels concept also changed over time. Some models held formal contracts, while others were widely described as Angels because of their recurring association with the company. The 1997 date therefore refers to the formal introduction of the Angels group, not to the first appearance of a model wearing angel wings.