Victoria's Secret bets on YouTube: live stream, shopping tags and a wings effect
The October 18 show streams free on YouTube. The platform is pairing it with shopping features for creators and an “Angel Wings” effect for Shorts.
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Video: YouTube · Victoria's Secret · youtube.com
The Victoria's Secret Fashion Show will be streamed live and free on the brand's official YouTube channel on Sunday, October 18, from 4.30 p.m. PT (7.30 p.m. ET). A graphic on the official YouTube blog names Sony Pictures Studios in Culver City as the venue, while Daily Front Row refers to an undisclosed location in Los Angeles. According to YouTube, this year's show is all about the fans.
YouTube is closely tying the show to commerce: videos related to the event may carry product tags. Creators get dedicated shopping hours the day after the show, and those who tag products can earn commissions through YouTube Shopping. For short videos there is also a “VS Angel Wings Effect” that lets users customise virtual wings. YouTube says Shorts using the effect are eligible to be featured on the platform's homepage.
The show is accompanied by the seven-part docuseries “Angels Among Us”; the winner will be revealed live on the runway, and the final episode is released on November 22. According to Daily Front Row, the finalists are Andreína Martínez, Solange Omon and Tatyana Tinsley. The video announcing the musical acts can be seen on Victoria's Secret's official YouTube channel.