Fashion: TWICE’s Global Takeover: The Victoria’s Secret PINK "Wink" Era

Why the trend is emerging: The K-Pop "Aura" and Retail Conversion

Western legacy brands are pivoting toward K-pop stars not just for "cool factor," but for their proven ability to trigger immediate retail sell-outs through fan-driven consumption. The historic 2025 VS Fashion Show performance served as a live-action market test, proving that TWICE’s presence could move specific inventory like the PINK "Wear Everywhere" bra in minutes.

• Historic Firsts: TWICE became the first K-pop girl group to perform on the VS runway, setting a precedent for the brand's 2026 global strategy.

• The "Tzuyu Effect": A single viral runway moment caused the PINK "Wear Everywhere" Push-Up Bra to sell out globally, signaling high purchase intent from the "ONCE" fandom.

• 10th Anniversary Momentum: The collaboration coincides with TWICE’s "TEN" era, utilizing their decade-long brand loyalty to stabilize VS's market position.

• Youth Demographic Pivot: By focusing on the PINK sub-brand, Victoria’s Secret is successfully distancing itself from its "Angels" past to embrace a more relatable, pop-centric identity.

• Era Synergy: The "Wink" collection launch is timed with TWICE’s 2026 World Tour announcement, ensuring high visibility across North America and Europe.

• Visual Storytelling: The campaign emphasizes "personality" over traditional modeling, reflecting the K-pop industry's focus on individual member "vibe."

Insights: Cultural heat from the East is now the primary life support for Western retail giants.

Industry Insight: High-profile K-pop partnerships are shifting from simple red-carpet dressing to deep "retail-integrated" ambassadorships where performance and product are inseparable.Consumer Insight: Modern fans don't just want to watch their idols; they want to "buy the look" immediately to feel part of a global cultural moment.Insights for Brands: To capture Gen Z, brands must move faster than the 6-month fashion cycle, utilizing "viral drops" and idol-endorsed "staples" to drive consistent traffic.The "Tzuyu Effect" isn't an anomaly; it's a blueprint for the future of "Fan-to-Cart" marketing. Victoria’s Secret is no longer selling a fantasy of perfection, but a fantasy of participation in K-pop culture.

What the trend is: The "Ambassador-Performer" Hybrid

The brand is evolving its ambassador role from passive billboard faces to active "performer-models." This shift means the marketing cycle begins on the stage and ends in the Valentine's Day "Wink" collection, creating a seamless loop of entertainment and commerce.

• Performance-to-Shelf Pipeline: Products worn during the fall runway show are being re-introduced as Valentine's Day "essentials," extending the product life cycle.

• Member Specialization: VS is utilizing the specific "vibes" of the four members—Jihyo’s athleticism, Momo’s dance-ready fits, and Nayeon’s "pop princess" aesthetic—to segment their PINK line.

• Global Hub Logistics: The campaign is localized for the UK, Canada, and US markets to ensure fans can shop the "Valentine’s Wink" collection without extreme shipping delays.

• Digital-First Drops: Visuals are being released primarily via TikTok and Instagram to leverage "Add to Cart" social features.

• Inclusive Sizing Focus: The "Wink" collection emphasizes "wearability" and fit, attempting to address fan concerns about traditional VS sizing.

Insights: Ambassadorship in 2026 is a 360-degree content machine, not just a photo shoot.

Industry Insight: Lingerie brands are moving toward "pop-culture proximity" to compete with disruptors like SKIMS and Savage x Fenty.Consumer Insight: Consumers are increasingly skeptical of "fit" but are willing to take a "blind buy" risk if their favorite artist validates the product's comfort.Insights for Brands: Success in the Valentine's window requires a mix of "sweet" aesthetics and "functional" everyday wear to appeal to the "treat yourself" buyer.The PINK "Wink" era proves that Victoria's Secret is finally learning the language of the internet. By making K-pop stars the face of "everyday comfort," they are reclaiming the middle-market.

Main consumer trend: The Rise of the "Fan-Curator"

The modern consumer is no longer a passive buyer; they are "curators" of their idol's aesthetic. Buying a PINK bra is seen as "supporting the comeback" or "collecting merch," blurring the line between fashion and fandom.

• Aesthetic Alignment: Fans are matching their personal style to the "Short n' Sweet" or "Wink" palettes promoted by TWICE.

• Social Proofing: Viral "Unboxing" and "Try-on" videos for the "Tzuyu Bra" serve as the primary marketing engine, bypassing traditional TV ads.

• Collective Consumption: Fandoms organize "shop-alongs" where they buy specific pieces to wear to upcoming 2026 tour dates.

• Value vs. Luxury: The PINK price point ($15–$55) makes the "idol look" accessible to a younger demographic compared to high-fashion houses like Dior or Prada.

• "Bite-Sized" Loyalty: Fans start with socks or accessories ($10–$15) to participate in the brand before scaling up to core lingerie pieces.

Insights: Lingerie has become the "new merch" for the global K-pop audience.

Industry Insight: Brands are realizing that "fandom-led retail" offers higher customer lifetime value (LTV) than traditional influencer marketing.Consumer Insight: Gen Z shoppers prioritize brands that "get" their interests—in this case, music and performance—over brands that simply offer discounts.Insights for Brands: Create "collectible" elements in your standard lines to trigger the "fandom-collector" instinct in shoppers.The consumer isn't just buying a bra; they are buying a ticket into the TWICE universe. Victoria's Secret is the platform, but the "ONCE" community is the engine.

Detailed findings: The Viral Surge of the "Wear Everywhere" Collection

Data from the late 2025 period shows a direct correlation between TWICE's visibility and VS's digital footprint. The "Wear Everywhere" Push-Up Bra became a case study in how a single runway appearance can disrupt search algorithms.

• 95% Search Spike: Searches for "PINK Push-Up Bra" increased nearly 100% in the 48 hours following the 2025 VS Fashion Show.

• TikTok Virality: The hashtag #TzuyuEffect gained over 150 million views, with a majority of content focusing on product "dupes" and "restocks."

• Sold-Out Status: Key sizes in the "Pink" colorway were unavailable for six weeks following the performance, leading to a massive resale market on eBay.

• Demographic Shift: New customer acquisition for PINK saw a 40% increase in the 18–24 age bracket during Q4 2025.

• Engagement Rates: TWICE-related posts on the official Victoria's Secret Instagram out-performed standard model posts by 5x.

Insights: Performance data confirms that "K-pop Heat" translates directly to "Retail Revenue."

Industry Insight: The "viral sell-out" is the new KPI; if a product doesn't trigger a social media shortage, the ambassadorship is considered a failure.Consumer Insight: Scarcity created by "idol-wear" drives a sense of urgency that overrides traditional price-comparison shopping.Insights for Brands: Be prepared with high stock levels for "as seen on" items, as fans are unforgiving of extended "out of stock" periods.The numbers don't lie: TWICE is the most effective marketing tool Victoria's Secret has used in years. The transition to the Valentine's Day "Wink" collection is a strategic move to turn "viral heat" into "stable revenue."

Consumer Motivation: Seeking "Stage Presence" in Daily Life

Consumers are motivated by the desire for "Main Character Energy." By wearing what Nayeon or Momo wears on the runway, fans feel they are tapping into the confidence and "glow" of their idols.

• Emotional Empowerment: The campaign messaging focuses on "feeling hyped," mirroring the lyrics of TWICE's latest tracks.

• Dopamine Dressing: The use of bright pinks, "Heart Bling," and playful "Wink" motifs provides a sensory escape from daily stress.

• Community Validation: Wearing the "viral bra" serves as a signal to other fans, fostering a sense of "insider" belonging.

• "Idol-Approved" Comfort: Fans trust the members' choices, assuming that if they can perform a 3-minute choreo in the gear, it's functional for daily life.

• Nostalgia x Modernity: PINK taps into the early 2000s "Y2K" aesthetic that both Victoria's Secret and TWICE embody.

Insights: The modern buyer is shopping for an "emotional upgrade" rather than just a garment.

Industry Insight: Marketing is moving from "problems/solutions" (e.g., "lifts your bust") to "mood/vibe" (e.g., "get hyped").Consumer Insight: Young shoppers are looking for "confidence-anchors"—items that remind them of a positive memory, like a favorite concert performance.Insights for Brands: Don't just sell the product; sell the "stage" it was on. Use campaign visuals that evoke the energy of a live performance.The motivation is purely aspirational. If PINK can make a consumer feel 10% more like Momo, they have a customer for life.

Choice behavior: The "Masstige" Ladder Strategy

Victoria's Secret PINK is positioning itself as the "Goldilocks" of the market: more affordable than luxury labels, but more "prestige" than fast-fashion alternatives.

• Entry-Level "Hooks": $12.99 tees and $10 socks allow fans to enter the TWICE x VS ecosystem with minimal financial risk.

• Bundle Incentives: "2/$65" Wear Everywhere bra deals encourage fans to buy the "Tzuyu Bra" and a second "daily" option.

• The "Valentine's Shop" Logic: Positioning the collection as "gifts for self" (self-love) rather than just for partners, appealing to the independent Gen Z spirit.

• Digital Scarcity: "Just Dropped" labels on the Balconette and V-String pieces drive immediate clicks from social media.

• Influencer Cascading: Using mid-tier TikTok influencers to "review" the pieces before the Valentine's peak to build trust.

Insights: Strategic pricing allows the brand to capture both the "impulse buy" and the "investment piece."

Industry Insight: The "masstige" sweet spot ($30–$60) is where the highest volume of K-pop driven sales occurs.Consumer Insight: Fans are willing to pay a slight "fandom tax" (buying a $30 bra instead of a $15 one) if it means getting the official "idol-approved" item.Insights for Brands: Offer clear "bundles" that make the idol's full look achievable without breaking the $100 barrier.The brand is successfully moving fans up the value chain. What starts as a $12 tee often ends as a $79 sweat-set once the "Wink" visuals take hold.

Description of consumers: The "Digital Coquette" and the "Global ONCE"

The core consumer is a "Digital Coquette"—someone who loves hyper-feminine aesthetics, is deeply involved in online fan communities, and views their bedroom as a "content studio."

• Aesthetic-Centric: They follow "Coquettecore" and "Soft Girl" trends, making the pink-and-lace "Wink" collection a perfect fit.

• Fandom-First: Their purchasing decisions are 80% driven by the members (Nayeon, Momo, Jihyo, Tzuyu) and 20% by the brand itself.

• Socially Active: They are likely to post "GRWM" (Get Ready With Me) videos featuring VS PINK products.

• Globalized: They are located in urban hubs (NYC, London, Seoul, Manila) and value brands that bridge international culture.

• Value-Savvy: They wait for the "2 for" deals but are willing to pay full price for "limited edition" or "idol-worn" colorways.

Insights: The "ONCE" consumer is the ultimate "Super-Fan" with high purchasing power.

Industry Insight: Personas are no longer defined by geography, but by "algorithmic neighborhoods" (e.g., "K-pop TikTok").Consumer Insight: This consumer is hyper-aware of "visuals"—the packaging and the campaign photography are just as important as the bra itself.Insights for Brands: Invest in high-quality "behind-the-scenes" content, as this demographic values the "making-of" story.This consumer is young, loyal, and looking for brands that validate their "stan" culture. PINK is becoming the official uniform of the online fan.

Areas of innovation: The "Halftime Show" Retail Model

Victoria's Secret is innovating by treating their fashion show like a "Halftime Show" (Super Bowl style), where the performance is the primary product vehicle.

• Performance-Integrated Tech: Exploring "Shop the Look" features within streaming platforms where fans can click Tzuyu's outfit in real-time.

• Lactonic and Sweet Branding: Aligning PINK's scents (Sweet Sugared Violet, Vanilla Jasmine) with the "Wink" aesthetic to create a multi-sensory brand experience.

• "Wink" Fabric Tech: Incorporating "No-Show" and "Wink Lightly Lined" technology to balance the "sexy" VS heritage with modern "comfort-first" demands.

• Supply Chain Speed: Reducing the time between "runway viral moment" and "store restock" to capture fleeting social media attention.

• Collaborative Design: Hints of member-input on color palettes (Tzuyu’s "Blue" or Momo’s "Black/Pink" combos).

Insights: Retail innovation is moving toward "Real-Time Response" to cultural moments.

Industry Insight: The "Halftime Show" model for fashion ensures that the brand remains a cultural event rather than just a store.Consumer Insight: Shoppers expect a "full-package" experience—they want the song, the dance, the scent, and the bra all in one "drop."Insights for Brands: Use your big events as "Beta Tests" for product popularity before committing to large-scale global campaigns.Innovation is happening in the "speed of culture." Victoria's Secret is finally matching the rapid-fire pace of K-pop.

Core macro trends: The "Era" Economy and the Death of the "Gatekeeper"

We are living in an "Era" economy where global superstars dictate retail cycles. Victoria’s Secret is relinquishing its role as a "fashion gatekeeper" to become a "cultural curator," following the lead of K-pop's massive influence.

• The "Era" Pivot: VS is shifting from a single brand identity to "Eras" (e.g., the PINK x TWICE era), allowing for rapid aesthetic changes.

• Global Cultural Sync: K-pop stars now have more influence in NYC and London than traditional Western celebrities, forcing brands to adopt Eastern marketing styles.

• The "Coquette" Macro-Trend: The 2026 obsession with bows, pink, and "hyper-femininity" perfectly aligns with the TWICE brand.

• Platform-First Retail: TikTok Shop and Instagram are becoming the primary storefronts, with physical stores serving as "experience hubs."

• Authenticity over Perfection: Fans reacting to "unfiltered" moments (like Tzuyu’s vocal apology) creates a deeper bond that brands can leverage for "relatable" campaigns.

Insights: The center of the fashion world has moved from the "Vogue" office to the "Fan" Discord.

Industry Insight: Traditional prestige is being replaced by "Cultural Heat"—brands that aren't talked about on social media are effectively invisible.Consumer Insight: Global fans want "access"—this ambassadorship provides a way for fans to "own a piece" of TWICE's 10th-anniversary history.Insights for Brands: Don't fight the fandom; build for them. The most successful 2026 brands will be those that act as "platforms for fandom."The macro-trend is clear: Fandom is the new economy. Victoria's Secret PINK is no longer just a store; it's a "fandom-forward" retail experience.

Summary of Trends: The "Wink" of Global Retail Dominance

The TWICE x VS PINK partnership is a strategic masterclass in converting "fan energy" into "retail equity." By leveraging the viral "Tzuyu Effect" and the 10th-anniversary momentum of the group, PINK is reclaiming its spot as the primary Gen Z lingerie destination.

Trend Name	Description	Implications
The "Tzuyu Effect"	Instant sell-out of products worn by K-pop idols.	Brands must prioritize "Performance Inventory" stocks.
Halftime Retail	Using runway shows as live shopping events.	Shifts marketing from "ads" to "experiences."
Wink Era Aesthetics	Playful, coquette-inspired Valentine's designs.	Perfectly aligns with 2026 fashion macro-trends.
Ambassador-Performer	Idols who actively model while performing on stage.	Blurs the line between "Merch" and "Fashion."
Masstige Pricing	Premium branding at $29–$55 price points.	Captures the "aspirational but attainable" market.

Trend Name	Description	Implications
Core Consumer Trend	Idol-Aesthetic Curation: Fans buying items to match their idol's stage persona.	Lingerie becomes a "community signal."
Core Strategy	Real-Time Fandom Response: Capitalizing on viral moments with immediate campaigns.	High social-media agility is required.
Core Industry Trend	The K-Pop "Aura" Standard: Using idol personality to redefine brand identity.	Moves brands away from "toxic perfection."
Core Motivation	Main Character Empowerment: Using fashion to channel stage-level confidence.	Marketing shifts to "emotional utility."

Insights: Fandom-driven retail is the only way to survive the "legacy brand" slump.

Industry Insight: The success of the "Strategy" and "This Is For" runway moments proves that "musical context" sells more than "fashion context."Consumer Insight: Fans see this collaboration as a "level up" for TWICE, making them more willing to support the brand.Insights for Brands: Every launch should feel like a "comeback"—use teasers, member-specific "trailers," and countdowns.Victoria's Secret PINK has found its "Strategy." By anchoring their brand to the world's most loyal fandom, they have ensured their relevance for the 2026 season.

Trends 2026: The Year of "Fandom-Forward" Fashion

2026 is the year when the "Standard Brand" dies and the "Fandom Platform" is born. Fashion will be judged not by the "cut" of the garment, but by the "community" it invites you into.

• Trend Definition: A shift toward brands that function as "social clubs" for specific online fandoms.

• Core Elements: Interactive drops, "stage-to-street" collections, and idol-curated palettes.

• Primary Domains: Lingerie, Athleisure, and "Desk-to-Dance" transition wear.

• Strategic Implications: Brands must hire "Fandom Strategists" to navigate the complex social rules of online fanbases.

• Future Trajectory: A move toward "AR Shopping" where you can virtually "stand next" to an idol on the runway.

• Motivation: Driven by a deep need for "Global Connection" and "Cultural Participation" in an increasingly digital world.

Insights: Fashion is becoming a "social protocol" for digital identities.

Industry Insight: Brands will start offering "Fan-Only" exclusive early access to products to reward loyalty.Consumer Insight: The "ONCE" shopper is the first of many who will buy products to "vote" for their idol's global presence.Insights for Brands: Your 2026 goal isn't just "sales"—it's "social sentiment." If the fans are happy, the sales follow.The "Wink" is just the beginning. 2026 will see every major brand attempting to find their "TWICE" moment.

Social Trends 2026: The "Authenticity Pivot" in High-Stakes Fame

The reaction to Tzuyu’s vocal apology on "Bubble" shows that fans value "Human Vulnerability" over "Artificial Perfection." This social shift is forcing brands to use "Unfiltered" campaign styles.

• The "Bubble" Effect: Direct-to-fan communication (like JYP’s Bubble) is now a primary marketing source for VS products.

• The "Atrocious Fit" Discourse: Fan criticism (e.g., "fits are atrocious") is used as a data point for brand improvement rather than ignored.

• Social "Stanning" as Labor: Fans view buying products as a way to "work" for their idols' success in the Western market.

• The "Cyberlove" Aesthetic: A blend of digital "Y3K" visuals with the soft "PINK" brand, as seen in recent K-pop MVs.

Insights: Social media has turned "consumers" into "vocal shareholders" of a brand's image.

Industry Insight: "Negative" viral discourse is often more valuable than "positive" ads because it signals high engagement and passionate interest.Consumer Insight: Fans protect their idols from "bad styling," putting pressure on brands like VS to deliver higher quality.Insights for Brands: Listen to the "Comments Section." They are giving you free R&D on what to fix for the next drop.The social trend is moving toward "Collaborative Branding." The brand provides the product, the idol provides the vibe, and the fans provide the narrative.

Final Insight: The Irreversible Shift to "Cultural-Ambassador" Retail

The TWICE x Victoria’s Secret PINK alliance is the final nail in the coffin for "traditional modeling." The future of retail is "Cultural-Ambassador" led, where the brand's success is tied to the idol's career milestones.

• Core Truth: A brand's "value" is now measured by the "cultural heat" of its ambassadors.

• Core Consequence: Legacy brands that don't bridge into the K-pop or global-pop world will be seen as "dead" by Gen Z.

• Core Risk: "Fandom Fatigue"—if brands over-saturate the market with idol-collabs, the "specialness" of the moment will evaporate.

Insights: The "Tzuyu Bra" is a symbol of the new "Fandom-Led" Economy.

Industry Insight: Brands must treat idols as "Creative Directors," not just "Models," to maintain authenticity with the fanbase.Consumer Insight: The 2026 consumer is "loyalty-locked"—once they associate a brand with their idol's success, they are hard to sway.Insights for Brands: Use your ambassadorships to tell a "Global Growth Story"—from the "First Performance" to the "World Tour."Victoria's Secret is no longer just selling underwear; they are selling a "Wink" from the biggest stars in the world. The $100M+ potential of this partnership is just the beginning of the "K-PINK" era.

Industry Recommendation: Victoria's Secret should expand the "Wink" concept into a limited-edition "Tour Merch" line for TWICE's 2026 World Tour, offering "performance-grade" versions of their PINK staples. This would solidify the brand's position as the official "Tour Outfitter" for the global K-pop community.

Source: https://omonatheydidnt.livejournal.com/34032554.html