How TWICE’s Victoria’s Secret Appearance Sparked a Fandom-Fueled Sell-Out
On October 15, 2025, global K-pop group TWICE appeared as guest performers at the Victoria’s Secret Fashion Show in New York City. The event featured four members—Tzuyu, Momo, Jihyo, and Nayeon—who not only performed live but also wore select pieces from Victoria’s Secret’s lingerie line as part of their stage outfits. Their appearance quickly drew attention, not only for the performance itself but for its immediate impact on product sales and brand engagement.
One standout moment came from member Tzuyu, who wore the Wear Everywhere Push-Up Bra in Heather Burgundy, priced at $39.95. Following the show, fans across multiple markets began sharing outfit details online, highlighting the exact models worn by the performers. This particular bra gained rapid popularity, especially among TWICE’s fanbase, known as ONCE. The product sold out in China within hours, and also recorded high sales in the U.S., Japan, and the Philippines. On the U.S. Victoria’s Secret website, over 1,000 units of the bra were reported sold within 24 hours. The item has since been marked as sold out on multiple international platforms, demonstrating the power of celebrity influence on direct-to-consumer sales.
This event highlights a strategic shift in Victoria’s Secret’s marketing direction. After years of criticism and declining relevance, the company has repositioned itself with a renewed focus on inclusivity, digital engagement, and cultural relevance. Under new executive leadership, Victoria’s Secret has moved away from traditional fashion show formats, opting instead to collaborate with globally influential figures like TWICE. By featuring the K-pop group, one of the most recognized names in international pop music with a strong following among Gen Z and millennials, the brand reinforced its efforts to modernize its identity and reach a broader, younger consumer base.
The influence of TWICE’s fanbase was central to the campaign’s success. ONCE, known for their high engagement and purchasing power, quickly identified and shared the group’s exact stage outfits, creating organic visibility for the lingerie pieces worn. This type of fandom-driven commerce, where fans translate admiration into consumer action, reflects a growing trend in influencer marketing. The case also illustrates how online communities now serve as powerful distribution channels for product discovery and conversion, often faster and more effectively than traditional advertising.
TWICE is set to return to the New York City area in early 2026 as part of their [THIS IS FOR] World Tour. The group will perform at UBS Arena in Belmont Park, New York, on February 18, 20, and 21. Tickets are available through official outlets, including Ticketmaster, Live Nation, SeatGeek, and UBS Arena. Given their recent visibility through events like the Victoria’s Secret Fashion Show and their expanding U.S. fanbase, the concerts are expected to attract significant attention.
The TWICE x Victoria’s Secret collaboration demonstrates the growing importance of aligning with culturally relevant figures to drive engagement and sales. For Victoria’s Secret, this performance was not simply a moment of entertainment; it served as a tactical move that merged pop culture visibility with commercial impact. As consumer behavior continues to be shaped by influencer activity and fandom culture, collaborations like this may become a core component of the brand’s long-term marketing strategy.
