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Victoria’s Secret, the global lingerie and fashion wear retailer, is coming back to the UAE’s outdoor scene after an extended hiatus since September 2023, announcing its new annual fashion show, which will take place in 2025, and everyone can watch it live on October 16.

The brand is directly calling out all local and international shopaholics and fashion enthusiasts to Victoria’s Secret, inviting them to watch the upcoming fashion show that will be streamed live on October 16. Additionally, the visuals feature a soft pink background, which aligns with Victoria’s Secret’s signature brand color, which is symbolizing femininity, elegance, and allure. 

The winged emblem of Victoria’s Secret is prominently displayed on both sides of the hoarding, positioned above the English and Arabic logos to enhance brand recognition. The design maintains a clean and minimalist style, ensuring that the focus remains on the date and event name.

The tagline, “WATCH LIVE OCTOBER 16” “شاهدوا البث المباشر 16 اكتوبر” is written in both Arabic and English text, positioning the event as international and inclusive, acknowledging its audience diversity in the MENA region, where Victoria’s Secret has a strong retail presence. 

Moreover, Victoria’s Secret's hoarding also holds a message as a clear commercial opportunity, which the brand has released Fashion Show–themed merchandise on its website, like limited-edition lingerie, tees, and accessories. The strategic concept of this teaser announcement is that the show isn’t just a Western event, but it’s also a global celebration of style, beauty, and empowerment.

The campaign was displayed on hoardings across Dubai's billboards during the second week of October.