It was supposed to be the "Super Bowl of Fashion." Honestly, looking back at the fashion show Victoria Secret 2017, it feels like the fever dream peak of an era that doesn’t really exist anymore. This wasn't just another runway. It was a massive, multi-million dollar gamble in Shanghai, China, intended to plant a flag in the world’s fastest-growing luxury market.
But man, things got messy fast.
Between visa denials for superstars like Gigi Hadid and the literal "Olymics of wardrobe malfunctions," the 2017 show became a case study in how to—and how not to—execute a global mega-event. If you remember the shimmering wings and the high-octane performances by Harry Styles, you only saw half the story. Behind the curtain, it was a logistical nightmare that changed the brand's trajectory forever.
The Shanghai Shakedown: Why 2017 Was Different
Most people think of these shows as simple marketing stunts. They aren't. By 2017, L Brands (the parent company at the time) was staring down a serious problem: sales were softening in the US, and the "Angel" aesthetic was starting to feel a bit... dated.
China was the solution.
The fashion show Victoria Secret 2017 was the first time the brand took the spectacle to Asia. They chose the Mercedes-Benz Arena in Shanghai. It’s a gorgeous, futuristic venue. They flew in 55 models from 20 different countries. It was the largest "class" of models in the show’s history up to that point.
The diversity was a big talking point. Seven Chinese models walked the runway, including the legendary Liu Wen and Ming Xi. It felt like a genuine bridge between Western pop culture and Eastern luxury. But then the bureaucracy hit.
The Visa Crisis Nobody Expected
If you were following the news in November 2017, you remember the drama. Several models, including Julia Belyakova, Kate Grigorieva, and Irina Sharipova, were reportedly denied visas. But the biggest blow? Katy Perry. She was supposed to be the headliner. Rumors swirled that a previous performance in Taipei, where she wore a sunflower dress (a symbol of the Sunflower Student Movement), led to her being "indefinitely banned" from China.
📖 Related: Wrong Address: Why This Nigerian Drama Is Still Sparking Conversations
Then there was Gigi Hadid. She had to pull out last minute after a video surfaced earlier that year that many in China found offensive.
You can’t just replace a Gigi Hadid or a Katy Perry 48 hours before a global broadcast. The production team had to pivot. Hard.
The Ming Xi Fall: The Moment That Broke the Internet
We have to talk about the fall. It’s probably the most famous moment of the fashion show Victoria Secret 2017. Ming Xi, a Shanghai native and a veteran of the show, stepped out in a massive, flowing floral headpiece and trailing fabric.
She tripped.
It wasn't a small stumble. She went down hard on her knees. The crowd went silent. For a few seconds, it felt like the entire billion-dollar production had ground to a halt. But then, Gizele Oliveira, who was walking behind her, stopped. She helped Ming Xi up and stood back, clapping, to let Ming finish her walk.
It was a rare moment of genuine human connection in an otherwise hyper-manufactured environment. Ironically, while the US broadcast kept the fall in the final cut to show "resilience," the Chinese audience had mixed reactions. Some saw it as a lack of professionalism on the biggest stage imaginable.
Harry Styles and the Soundtrack of the Night
With Katy Perry out, the pressure was on Harry Styles to carry the musical weight. And he did. He performed "Kiwi" and "Only Angel," wearing custom Gucci suits that honestly rivaled the lingerie for attention.
👉 See also: Who was the voice of Yoda? The real story behind the Jedi Master
Miguel, Jane Zhang, and Leslie Odom Jr. rounded out the lineup. Zhang, a massive star in China, gave the local audience something to root for. The energy was high, but you could feel the tension. Security was tight. Rumors circulated that the after-party was shut down by police before it even really got started.
Breaking Down the Segments
The show was divided into its usual thematic blocks. They spent a fortune on the sets.
- Punk Angel: A collaboration with Balmain. This was a big deal. It was the first time the brand collaborated with a high-fashion house for a retail collection. Olivier Rousteing brought studs, spikes, and safety pins to the runway.
- Goddesses: Think Greek mythology but with more glitter. This is where the heavy-duty wings came out.
- A Winter’s Tale: Soft, ethereal, and lots of faux fur.
- Millennial Nation (PINK): The usual bright colors and streetwear-inspired looks that were meant to capture the Gen Z market.
- Nomadic Adventure: This was one of the more controversial segments, often criticized for cultural appropriation, featuring vibrant colors and patterns inspired by various global cultures.
The "Fantasy Bra" that year? The "Champagne Nights Fantasy Bra." Worn by Lais Ribeiro. It was valued at $2 million and featured over 6,000 precious gemstones, including diamonds, yellow sapphires, and blue topaz set in 18-karat gold. It took almost 350 hours to make.
The Business Reality Behind the Glitter
Why does the fashion show Victoria Secret 2017 still matter for business analysts? Because it marked the beginning of the end for the traditional format.
Despite the $12 million to $20 million price tag to produce the show, ratings were dipping. In the US, the 2017 broadcast on CBS saw a significant drop in viewership compared to the 2016 Paris show. People were starting to question the "Angel" archetype. The lack of body diversity was becoming a glaring issue in the age of Rihanna’s Savage X Fenty, which launched just a year later.
The Shanghai show was a massive spectacle, but it also highlighted the friction between a Western brand's "edgy" marketing and the strict regulatory environment of international markets.
What Most People Get Wrong About 2017
A lot of people think the Shanghai show was a failure because of the visa issues. In reality, it was a massive commercial success in China. The brand opened flagship stores in Shanghai and Chengdu shortly after.
✨ Don't miss: Not the Nine O'Clock News: Why the Satirical Giant Still Matters
The real failure was internal. The brand was so focused on this "one-size-fits-all" version of beauty that they missed the shifting cultural tide back home. They were playing to a 1990s playbook in a 2017 world.
The Aftermath
The 2017 show was the second-to-last "traditional" show before the brand went on a multi-year hiatus to rebrand. They eventually ditched the "Angels" for the VS Collective, featuring athletes, activists, and diverse entrepreneurs.
Looking at the 2017 footage now is like looking at a time capsule. It was the peak of the "Instagram Model" era. Bella Hadid, Elsa Hosk, Adriana Lima, Alessandra Ambrosio—this was the last time we saw many of these icons together on one stage.
Alessandra Ambrosio actually retired after this show. She had walked in 17 Victoria's Secret shows. Seeing her take her final bow in Shanghai was the end of an era.
Actionable Insights for Fashion Enthusiasts and Marketers
If you're looking back at this event to understand the industry, here are the takeaways:
- Localize carefully: If you’re moving an event to a new country, understand the local political climate. The visa issues in Shanghai weren't "bad luck"; they were a lack of deep due diligence.
- Humanity wins: The Ming Xi fall was the most viral moment because it was real. In a world of filtered perfection, people gravitate toward the unscripted.
- Diversify or die: The 2017 show was more diverse in terms of ethnicity, but its failure to include different body types was its Achilles' heel. If you're building a brand today, inclusivity isn't an "extra"—it's the foundation.
- Watch the archive: To understand modern runway production, study the fashion show Victoria Secret 2017 lighting and camera work. Despite the drama, the technical production was world-class. You can find many of the segments on official streaming archives to see how they handled the live-to-tape editing of the Ming Xi moment.
The 2017 show remains a fascinating moment where the world of high-fashion marketing collided with global politics and shifting social values. It wasn't just a lingerie show; it was a turning point.