When Adriana Lima walked her "final" Victoria’s Secret runway in 2018, she was crying. Honestly, we all were. It felt like the definitive end of an era—the closing of a heavy, velvet-curtain chapter on the most dominant period of the "Angel" phenomenon. For nearly two decades, she wasn't just a model for the brand; she was the brand.
Then 2024 happened. And then 2025.
Suddenly, the Adriana Lima Victoria's Secret partnership wasn't a relic of the past anymore. It was back. But this wasn't just about a 43-year-old mother of four putting on wings again. It was a calculated move by a brand trying to find its soul after years of PR disasters and identity crises. If you think this was just a nostalgia trip, you’re missing the bigger picture of how the fashion industry is desperately trying to bridge the gap between "fantasy" and "reality."
The Shocking Return: Why Everyone Is Talking Again
When the news broke that Adriana was coming "home" for the 2024 reboot, people lost it. The teaser video was simple: she hops into a taxi and tells the driver she's going home. The destination? The Victoria's Secret Fashion Show.
It was a brilliant bit of marketing because it addressed the elephant in the room. The brand had tried to pivot so hard away from its "Angels" roots that it almost became unrecognizable to its core fans. By bringing back the "G.O.A.T." (Greatest of All Time), they weren't just hiring a model. They were reclaiming their DNA.
In the 2024 show in Brooklyn, Adriana didn't just walk; she commanded. She wore a sheer, sparkling black set with metallic wings that looked more like structural art than lingerie. Then, in the 2025 show, she doubled down, proving that the 2024 appearance wasn't a one-off fluke. Seeing her alongside new-gen icons like Suni Lee and Angel Reese felt... right. It was a weird, beautiful mix of the high-glamour past and the inclusive present.
🔗 Read more: Nicole Kidman with bangs: Why the actress just brought back her most iconic look
What Most People Get Wrong About Her 2018 "Retirement"
There's a common misconception that Adriana left in 2018 because she was "too old" or because the brand was failing. That's not really the whole truth.
While the brand was struggling with its public image at the time, Adriana’s exit was deeply personal. Shortly before her final 2018 walk, she posted on Instagram about a shift in her mindset. A friend had shared her own body insecurities, and it hit Adriana like a ton of bricks. She realized she had spent her life trying to fit a stereotype.
"I decided to make that change. I will not take off my clothes anymore for an empty cause," she basically told the world.
She wanted to make her daughters proud. She wanted to be more than just a body. Her retirement wasn't a defeat; it was a boundary. The fact that she came back in 2024/2025 suggests that the "cause" is no longer empty—or at least, she feels the brand has evolved enough to deserve her presence again.
The Stats That Prove She Is Unbeatable
To understand the Adriana Lima Victoria's Secret legacy, you have to look at the sheer numbers. They are kind of insane.
💡 You might also like: Kate Middleton Astro Chart Explained: Why She Was Born for the Crown
- 18 Shows: She walked in eighteen VS Fashion Shows. That’s a record.
- 3 Fantasy Bras: She wore the million-dollar showpiece in 2008, 2010, and 2014.
- 5 Openings: She opened the entire show five times (2003, 2007, 2008, 2010, 2012).
- The Super Bowl Legend: Her 2008 solo commercial for the brand was watched by 103 million people. It remains the most-watched Super Bowl ad of all time.
She started in 1999 at just 17. Think about that. She was a teenager when she started and a 43-year-old veteran when she returned. That kind of longevity is unheard of in an industry that usually treats 25-year-olds like they're nearing expiration.
How the 2025 Show Solidified Her "Icon" Status
The 2025 show in New York was a different beast. It wasn't just about whether she could still walk—it was about whether she could lead.
The lineup was wild. You had K-pop stars like TWICE performing and legendary models like Tyra Banks and Alessandra Ambrosio returning. But the buzz centered on Adriana. Critics often point to her "taut" or "changed" appearance as a talking point, but honestly? It’s boring. The real story is that she is still the most valuable asset the brand has. Analytics company D'Marie once named her the "Most Valuable Angel" for a reason. Her social media engagement alone (over 20 million followers on Instagram) acts as a bridge for the brand to reach both Gen X nostalgics and Gen Z newcomers.
The "Angel" vs. The Human
What's actually interesting about Adriana's current era is the vulnerability. She’s been very open about the struggles of being a mother in the spotlight. She has four kids now. In interviews before the recent shows, she admitted she was bringing a different "energy"—it wasn't about being a "sex symbol" anymore. It was about confidence and maternal strength.
The 2024/2025 version of the Adriana Lima Victoria's Secret persona is more "Guardian Angel" than "Bombshell." She's mentoring the younger girls. She’s talking about pre-show rituals that involve her kids rather than just green juice and boxing.
📖 Related: Ainsley Earhardt in Bikini: Why Fans Are Actually Searching for It
Why This Matters for the Future of Fashion
If Adriana can thrive in her 40s on a stage that once demanded 19-year-old perfection, the rules are officially broken. Her comeback is a middle finger to the idea that a woman’s "commercial" value disappears once she hits a certain age or has children.
It also shows that Victoria's Secret has finally figured out that they can't survive on "new" alone. They need the pillars. They need the people who built the house. Adriana is the cornerstone. Without her, the "rebranding" felt like a lecture. With her, it feels like a celebration.
Key Takeaways for Fans and Brands
If you’re watching this career arc, there are a few things to keep in mind about why this worked:
- Authenticity over perfection: Adriana’s willingness to show emotion and talk about her body image struggles made her return feel earned, not forced.
- Consistency is king: You don't become the "Most Valuable Angel" by being a flash in the pan. Her 20-year-tenure is the foundation of her current power.
- The power of the "Home" narrative: By framing her return as "coming home," the brand successfully tapped into the emotional connection fans have with her.
If you want to stay updated on her latest looks or the specific products she's sporting on the runway, you can usually find the "Angel" collections on the Victoria's Secret site. Many of the pieces she wore in the 2024 and 2025 shows, like the Shine Triangle Bralette, were made available for purchase immediately, proving the "Adriana Effect" is still very much alive in the sales department.
Keep an eye on her upcoming campaigns. She isn't just walking shows anymore; she’s the face of major fragrance launches like the Heavenly Eau de Parfum. She’s proved that "Angel" isn't a job title—it's a lifelong brand.
For anyone following the evolution of the fashion industry, the lesson is clear: never count out a legend. Adriana Lima didn't just return to the runway; she redefined what it means to stay there.
Next Steps for Readers:
- Follow the Evolution: Watch the 2024 and 2025 Victoria's Secret Fashion Show replays on Prime Video to see the contrast in Adriana's runway walk compared to her early 2000s "apex."
- Audit the Brand: Compare the 2018 "final" show with the recent reboots to see how the lighting, music (featuring acts like Missy Elliott and Karol G), and casting reflect the brand's shift toward inclusivity while maintaining its legacy stars.
- Stay Informed: Monitor Adriana's social media for her "Global Fan Ambassador" work, which often provides behind-the-scenes insights into the training and mindset required for a high-level comeback.