How much do Victoria’s Secret models earn? – discover their salaries

Have you ever wondered how much a woman whose wings are worth millions can earn? In other words, how much do Victoria’s Secret models make?

When Gisele Bündchen ended her contract with Victoria’s Secret in 2015, she earned a staggering $65,000,000.00. That was a different era—back then, VS shows were true spectacles watched by the whole world.

65 million dollars—that’s how much the richest Angel in the brand’s history made

I remember watching those shows as a teenager. Back then, I thought it was just beautiful women in lingerie. I had no idea about the business machine working behind the scenes.

How much do Victoria’s Secret models earn? – when wings are worth millions

Angels were not just ordinary models. They embodied the entire brand philosophy and became its faces for years. Regular models received one-off contracts for shoots or runway shows. Angels had long-term agreements covering everything—from ad campaigns to personal appearances.

In 2024, Victoria’s Secret returned to the runway after a four-year break. The industry is watching closely, because everyone knows—if the shows come back for good, so will the big money.

But the modeling world has changed completely. Inflation has eaten away at some of those astronomical sums from the past. Social media has transformed the way brands reach their customers. Instagram and TikTok are now the main battlegrounds for attention.

That’s why it’s worth taking a closer look at three key aspects of VS Angels’ earnings in 2025. First—what exactly does their pay structure look like, since it’s not just about getting paid to walk the runway. Second—what factors make some models earn dozens of times more than others. And finally—what’s next for this industry in the coming years, as traditional media blend with new trends.

To understand why some wings are worth millions, we first need to break down what makes up a modern Angel’s paycheck.

Salary structure: from debutantes to legends

When Heidi Klum fastened the first million-dollar Fantasy Bra in 2001, she earned $125,000 for that single show. That’s when I realized the modeling world has its own very specific financial rules.

The truth is, the pay structure at Victoria’s Secret is like a pyramid. At the bottom are the newcomers barely breaking through, while at the top, legends are raking in fortunes. But the devil is in the details.

The base contract is the cornerstone of the entire system. It’s usually signed for 1-5 years, with exclusivity clauses that effectively block the model from working with competitors. The agreement also includes a royalty clause—typically 1-5% of lingerie line sales if the model has her own collection. Sounds good, but that’s a percentage of net profit, not gross revenue.

The fee for a single show is a different story altogether. A newcomer will get her 2-5 thousand and be thrilled. An Angel? Already 50-150 thousand for a single runway appearance. And legends? They can demand up to a million for a special appearance.

The Fantasy Bra is a chapter of its own in this financial story. Not everyone gets the chance to showcase this legendary bra. If you do, the payment ranges from $100,000 to $3 million for a single show. It all depends on the value of the jewelry and the model’s reputation.

Social media is now just as important a source of income as traditional contracts. An Instagram post can cost brands anywhere from a few thousand to several hundred thousand dollars. But I can’t talk about that now—that’s a topic for another conversation.

Royalties work in different ways. The basic 1-5% may sound modest, but when a line generates millions in revenue, those percentages become interesting. The problem is, they’re paid out with delays and often after marketing costs are deducted.

Now, the reality—expenses that significantly reduce those impressive numbers. The modeling agency takes its 10-20% commission from every contract. That’s the industry standard, no point complaining. Taxes in the US? That’s the painful part—30-40% of everything goes to the tax office. And then there’s the personal trainer, nutritionist, cosmetics, massages, supplements—at least $10,000 a year, minimum.

I remember one of the Angels telling me that from a $2 million contract, she had about $900,000 left in her account. The rest? Commissions, taxes, the cost of staying in shape. Still a fortune, but far from those marketing numbers.

The differences between these three categories are huge. A newcomer fights to survive, an Angel lives comfortably, and a legend builds a financial empire. But where do such drastic differences in rates come from? That’s a whole other story.

What drives up the rates: social media, contracts, and bonuses

I recently talked with a friend about how much Victoria’s Secret models’ earnings can differ. Even with similar contracts, one model might make twice as much as another. That’s no coincidence.

Take the example of a Polish model who worked for the brand a few years ago. She had a solid contract, but her earnings only skyrocketed once she started actively building her Instagram profile. Within a year, she went from 200,000 to 1.2 million followers.

Analyzing followers is now the foundation of every negotiation. I see it clearly in the data:

Followers (mln) | Salary increase
1-2 mln | ████████ 20%
2-3 mln | ████████████ 30%
3-5 mln | ████████████████ 40%
5+ mln | ████████████████████ 50%

A model with 5 million followers can expect an extra $250,000 a year just from her reach alone. These aren’t empty numbers—brands pay for access to her audience.

Social media changed everything. I remember when looking good on the runway was enough. Now a model also has to be an influencer, photographer, copywriter. She needs to know how to sell not just clothes, but herself.

“Social media now accounts for 60% of a model’s value to a brand. The rest is her work at shows and shoots,” one New York agent told me.

The return of the inclusive show in 2024 also impacted earnings. Victoria’s Secret decided to hire more models of different body types and backgrounds. It’s a great change, but… the budget didn’t increase. Now it’s split among more people.

Some girls lost up to 30% of their previous earnings. Others, especially those representing diversity, landed new contracts. The market shifted—not everyone adapted.

Negotiating with agencies is a whole different art. Top models use the “escalator clause” technique. This means that for every global campaign, their rate automatically increases by a set percentage. One campaign in Asia? Add 15% to the next one. Campaign in Europe? Another 10%.

It’s a brilliant way to boost earnings without constantly renegotiating contracts. But you need strong negotiating power to pull it off.

Image matters, too. A model caught in a scandal or controversy can lose up to half her contracts. On the other hand, one who skillfully builds her personal brand gains extra income streams.

I see the industry moving toward greater diversity and authenticity. That means new opportunities for some, but also tougher competition for everyone.

From the runway to the balance sheet – what’s next for the Angels’ earnings?

I think we already know where we stand. The Victoria’s Secret Angels have been through quite a lot of turbulence, but looking at current trends—all these comebacks of glamour and nostalgia for the 2000s—I see some real potential here.

I see that the girls who think strategically are already building their own empires. They don’t wait for someone to tell them what to do. Adriana Lima and Candice Swanepoel have shown that life after the wings can be just as lucrative.

The industry is changing faster than ever. Those who adapt will earn more than previous generations of Angels. I believe the future belongs to models who can be both the face of a brand and the CEO of their own business.

Roxi

fashion & inspiration editor

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