The Real Reason Kendall Jenner Skipped The 2024 Victoria's Secret Show: A Strategic Career Pivot

The Victoria's Secret Fashion Show (VSFS) made its highly anticipated return in 2024 after a years-long hiatus, but one of its most famous modern-era models, Kendall Jenner, was conspicuously absent from the runway. The question on every fan's mind this year, in December 2025, is why the supermodel, who walked in three previous shows, chose to skip the brand's major revival. The answer lies not in any dramatic falling out, but in a strategic career pivot that sees Jenner focusing on her burgeoning business empire and cementing her status in the world of high fashion.

Kendall Jenner's journey with the iconic lingerie brand is a fascinating case study in celebrity modeling, marked by both dazzling runway moments and minor controversies. From her debut in 2015 to her final appearance in 2018, her participation was a guaranteed media spectacle, yet her decision to bypass the 2024 show signals a clear shift in her professional priorities toward ventures like her successful 818 Tequila brand and exclusive high-fashion contracts.

Kendall Nicole Jenner: A Brief Biography and Modeling Profile

Kendall Jenner's rise to global fame is inextricably linked to reality television, but her success as a supermodel is a testament to her dedication to the craft. She has successfully leveraged her celebrity to become one of the highest-paid models in the industry, balancing her commercial ventures with prestigious runway work for top-tier fashion houses.

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• Full Name: Kendall Nicole Jenner
• Born: November 3, 1995, in Los Angeles, California
• Parents: Kris Jenner and Caitlyn Jenner (formerly Bruce Jenner), an Olympic champion.
• Siblings/Half-Siblings: Kylie Jenner, Kourtney Kardashian, Kim Kardashian, Khloé Kardashian, and Rob Kardashian.
• Rise to Fame: Starred in the reality television series Keeping Up with the Kardashians (2007–2021).
• Modeling Debut: Signed with Wilhelmina Models at age 14.
• Current Agency: The Society Management (New York), Elite Paris, Elite Milan, and Elite London.
• Key High-Fashion Clients: Chanel, Versace, Schiaparelli, Fendi, and Marc Jacobs.
• Business Ventures: Founder of 818 Tequila (launched 2021).

The Full Kendall Jenner Victoria's Secret Fashion Show History (2015–2018)

Kendall Jenner's three appearances on the VSFS runway were pivotal moments in her career, solidifying her status alongside her close friends, models Gigi Hadid and Bella Hadid. Her involvement helped usher in a new era of celebrity-driven modeling for the brand.

2015: The Debut in New York City

Jenner made her debut at the Victoria's Secret Fashion Show 2015 in New York City. She walked two looks, including a playful, colorful ensemble featuring a vibrant pink and blue corset and billowing chiffon train. Her inclusion was a major talking point, marking her transition from reality star to legitimate runway model. This show was a major milestone for her career, demonstrating her ability to command the attention of a global audience.

2016: The Paris Extravaganza

The Victoria's Secret Fashion Show 2016 took place in Paris, France, and saw Jenner return with two equally stunning looks. One memorable outfit featured a ruffled red and blue corset with dramatic, sweeping wings, while her second look was a striking black lace and sheer ensemble. This show was also notable as it featured her sister, Bella Hadid, for the first time, creating a powerful sister reunion on the international runway.

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2017: The Controversial Absence

Jenner was notably absent from the 2017 show, a decision that sparked widespread speculation. It was later revealed that she had signed a lucrative contract with rival lingerie brand La Perla at the time, which included a non-compete clause, preventing her from walking for Victoria's Secret. This absence highlighted the growing competition in the luxury lingerie market.

2018: The Triumphant Return

Jenner returned for the Victoria's Secret Fashion Show 2018, once again held in New York City. Her looks included a memorable black lacy lingerie set adorned with a sequined sheer turtleneck and a silver, plaid-themed ensemble complete with matching star wings. This show marked her final appearance before the VSFS went on its extended hiatus, making her 2018 walk a symbolic end to her era with the brand.

Why Kendall Jenner Was Absent from the 2024 Victoria's Secret Revival

The Victoria's Secret Fashion Show 2024 marked the brand's highly anticipated return to a live runway format, held in Brooklyn, New York. However, the absence of one of its most recognized faces, Kendall Jenner, was a major talking point. Her decision not to participate in the revival is largely attributed to a strategic career move to focus on two key areas: her business ventures and her positioning in the exclusive world of high-fashion modeling.

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The Rise of the 818 Tequila Empire

Since its launch in 2021, 818 Tequila has become a massive success, transforming Jenner from a model with a side project into a serious entrepreneur. The brand secured a new investment and appointed a new CEO in 2024, indicating a major focus on scaling the business globally. For Jenner, the time commitment required for a major VSFS appearance—including fittings, rehearsals, and promotional events—would likely conflict with her duties managing one of the fastest-growing names in the spirits industry. Her focus is clearly on her role as a businesswoman, an entity that offers more long-term financial and creative control than a modeling contract.

A Pivot to High Fashion and Exclusive Brands

Over the past few years, Jenner has consciously pivoted her modeling career towards more exclusive, high-fashion engagements. While the VSFS is a globally recognized commercial event, it is often viewed differently from the runways of Paris and Milan. By 2024, Jenner was consistently walking for prestigious luxury brands like Schiaparelli and Fendi, and her brand partnerships were leaning towards luxury products. Skipping the VSFS revival allows her to maintain a more exclusive, elevated image, signaling to the fashion industry that her focus is on haute couture and editorial excellence rather than mainstream commercial lingerie.

Past Controversies and Career Evolution

Jenner's VSFS appearances were not without minor controversy. A resurfaced clip showing her alleged "rude and dismissive" behavior towards staff, and the earlier debate over her wearing large wings in the 2016 show while a contracted Angel, Martha Hunt, wore none, may have contributed to her desire to distance herself from the brand's previous era. As Victoria's Secret attempts a full rebrand to a more inclusive, modern image, Jenner's absence aligns with her own evolving image as a sophisticated, multi-hyphenate businesswoman.

In conclusion, Kendall Jenner's absence from the 2024 Victoria's Secret Fashion Show was a calculated, strategic move. It highlights her dedication to her 818 Tequila business and her commitment to maintaining her elite status in the high-fashion world, proving that for today's supermodels, business and branding often take precedence over the runway.