Victoria's Secret moves back to 'unapologetically sexy' branding under Hillary Super

Victoria's Secret is returning to its "unapologetically sexy" branding under chief executive Hillary Super, signaling a strategic pivot away from the so-called woke rebrand that followed years of softening sales and a mixed reception to last year's diverse catwalk. The move underscores the company’s effort to revive its core positioning while attempting to reconcile investor expectations with a shifting consumer landscape in intimate apparel.

Super, 53, who took the helm in September 2024, told the Wall Street Journal that predecessors allowed the brand to become "watered down". "At the time I took over, Victoria's Secret was regarded as inappropriate and off-color and we had to correct those mistakes," she said. The company had previously toned down its provocative branding after a 2020 New York Times article detailed allegations of misogyny and harassment within the organization. Under former leadership led by Leslie Wexner and Ed Razek, the brand shifted toward comfort-focused design, increasing coverage and prioritizing athleisure and sleepwear as backlash mounted.

Super defended the rebranding as a corrective move taken when the market had shifted, acknowledging fears that some decisions were made to appease social pressures rather than pursue the brand’s heritage. She said her goal was to strike a middle ground that preserves the label’s sexy legacy while making room for modern investors who expect growth and accountability. A new line, dubbed "Very Sexy," features bolder styling and more pronounced embellishments, and the company has framed it as a return to its signature energy.

Since Super assumed leadership, Victoria's Secret has shown signs of improvement. The Wall Street Journal reported that the stock rose by nearly eight percent in the months after her arrival, and quarterly results have shown growth in all but one period, with the most recent quarter up about three percent. The performance comes as the retailer contends with competition from Kim Kardashian’s Skims and ThirdLove, brands that have captured share by spotlighting inclusivity and fit without sacrificing market positioning. The firm has stressed that the revival is meant to appeal to activist investors who seek both a revived brand and sustained profitability.

The company’s approach to inclusivity has been a continuing feature of its public narrative. The 2024 VS Fashion Show was widely anticipated for including plus-size models such as Ashley Graham and transgender models as part of a broader diversity push. Victoria's Secret also hired Valentina Sampaio as part of its VS Pink campaign after Razek’s departure, signaling an attempt to diversify its model roster and campaigns. Despite these moves, the show drew criticism from some quarters for not delivering the traditional glamor long associated with the brand, a reception that underscores the challenge of balancing heritage with evolving consumer expectations.

Super has signaled that updates surrounding the next VS Fashion Show, set to air on October 15, will be announced closer to the event. She has framed the discussion around redefining what constitutes a "modern Angel" and whether the archetype must be a supermodel, noting that the company is weighing how to align its legacy with contemporary aesthetics and investor expectations. The conversations reflect a broader industry trend: brands are reassessing whether to foreground fantasy and sex appeal, or to emphasize comfort, inclusivity, and accessible luxury, while still protecting margins in a competitive market.

The broader corporate and cultural backdrop remains fraught. In 2019, Victoria's Secret faced widespread backlash over alleged misogyny and harassment within the company, prompting leadership changes and a rethinking of brand messaging. Razek publicly disputed the claims at the time, while Wexner did not provide comment to various outlets. The episode helped catalyze a strategic pivot toward greater inclusion, culminating in a 2024 revival that sought to demonstrate progress to consumers and investors alike. The juxtaposition of those past controversies with today’s branding choices illustrates the difficult path Victoria's Secret must navigate as it attempts to reclaim market share in a space crowded with direct-to-consumer lingerie brands.

As Victoria's Secret repositions itself, executives and analysts will be watching whether the renewed emphasis on sensual branding can sustain growth without alienating consumers who favor inclusivity and authenticity. The company’s recent performance, including the modest quarterly rebound, suggests that there is appetite for a brand that can reconcile its heritage with modern expectations. The coming months will reveal whether the strategy to lean into its bombshell roots while maintaining a more expansive, diverse image will translate into durable gains in sales and market share.

In sum, Victoria's Secret appears to be betting that a reinvigorated emphasis on sexy branding, coupled with a broader model roster and targeted product lines, can restore momentum after years of volatility. The path forward will hinge on how well the brand can sustain consumer trust, manage investor expectations, and deliver consistent earnings growth in a competitive, trend-driven market.