Honestly, it’s hard to imagine the "Golden Age" of lingerie without picturing Heidi Klum. For over a decade, she wasn't just a model; she was the literal face of a global phenomenon. But if you look past the glitter and those massive wings, the story of Heidi Klum and Victoria's Secret is actually a masterclass in how to build a business empire while wearing five-inch heels.
She wasn't just a girl on a runway. She was a strategist.
The 1997 Debut That Changed Everything
When Heidi first stepped onto that stage in 1997, the Victoria’s Secret Fashion Show wasn't the televised, multi-million dollar spectacle we remember today. It was smaller. Grittier, in a way. Heidi was a young German model who had just won a contest back home, and suddenly she was in New York.
By 1998, she landed the cover of Sports Illustrated, and that was the catalyst. Victoria’s Secret saw the "girl next door" appeal that high fashion usually ignored. See, back then, the industry was obsessed with "heroin chic"—very thin, very moody. Heidi was the opposite. She smiled. She had curves. She had personality.
In 1999, they officially gave her the title of "Angel." She was the first German model to ever get that contract. People forget that Victoria's Secret was once quite exclusive with those titles. There weren't dozens of Angels; there were a handful. And Heidi was the leader of the pack.
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Three Times the Fantasy: The Bra Legend
If you want to talk about status in the VS world, you talk about the Fantasy Bra. Most models dream of wearing it once. Heidi wore it three times.
- 1999 Millennium Bra: Worth $10 million. It was encrusted with diamonds and sapphires.
- 2001 Heavenly Star Bra: Worth $12.5 million. This one featured a 90-carat emerald-cut diamond in the center.
- 2003 Very Sexy Fantasy Bra: Worth $11 million.
It’s wild to think about the security involved in those shows. She was basically walking around in a small country's GDP. But what’s more impressive is that in 2003, she walked that runway while she was secretly pregnant with her daughter, Leni. She didn't tell a soul. She just did the job.
The "Head Angel" Era and the 2005 Comeback
By 2002, the brand officially dubbed her the "Head Angel." She wasn't just walking; she was hosting. She handled the press. She did the talk show circuits. She made people believe that Victoria’s Secret was a lifestyle, not just a store in the mall.
One of the most famous moments in fashion history happened in 2005. Heidi had given birth to her son, Henry, just eight weeks before the show. Eight weeks. Most people are still trying to figure out how to sleep at eight weeks postpartum, but Heidi was back in a corset and wings.
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Then there was 2007. This was the peak of the "celebrity power couple" era. Her then-husband, Seal, performed "Amazing" on the runway while she walked toward him. It was theatrical. It was a bit cheesy. But it was pure entertainment. That's what Heidi brought to the table—she understood that people didn't just want to see clothes; they wanted a show.
Why She Actually Left in 2010
After 13 years, Heidi announced she was hanging up her wings. It was a shock. At 37, she was still the top earner for the brand. Her official statement was classic Heidi: "All good things have to come to an end. I will always love Victoria and never tell her secret."
But the reality was about growth. By 2010, Project Runway was a massive hit. She was becoming a producer and a business mogul. She didn't need the wings anymore because she had built her own flight path. She transitioned from being a "spokesmodel" to a "brand" herself.
The 2021 Critique: "About Time"
It’s interesting to see how her perspective shifted as the culture changed. In 2021, when Victoria's Secret finally ditched the "Angels" and rebranded to the "VS Collective" following years of criticism regarding lack of diversity, Heidi didn't hold back.
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During an interview with The Sunday Project, she basically said, "About time."
She acknowledged that while she had the time of her life, the brand had taken way too long to realize that the world had moved on. She's remained friends with the old guard—Tyra, Gisele, Adriana—but she clearly saw the writing on the wall. The era of the "unreachable fantasy" was over.
What We Can Learn From the Klum Era
Heidi Klum’s run with Victoria’s Secret teaches us a few things about career longevity that still apply today.
- Personality is Currency: She wasn't the tallest or the thinnest, but she was the most likable. In a world of "cool" models, she was warm. That sells.
- Leverage Your Platform: She used the VS stage to launch into TV and business. She didn't wait for the industry to retire her; she retired the industry.
- Adapt or Die: Even as a former icon of the brand, she was willing to admit when the brand’s old ways were no longer working.
If you’re looking to follow her lead in your own career, focus on building a personal brand that exists independently of your current employer. Heidi Klum was an Angel, sure. But by the time she left, she was just Heidi.
Next Steps for Your Research:
If you want to see the evolution of this era, look up the 2003 fashion show footage. Pay attention to how the "Head Angel" role functioned compared to the newer "Collective" model. You’ll see a massive shift from individual stardom to group-based advocacy. Also, check out Heidi’s recent work with her daughter Leni in the Intimissimi campaigns—it’s a fascinating look at how the "Klum" legacy has shifted into a multi-generational business.