The Angels Are Gone, but the Heat Is Back
Victoria’s Secret is ready to turn up the heat again. After years of dialing down its famously sultry image, the lingerie giant is returning to its roots. CEO Hillary Super, who stepped in last year to revive the struggling brand, says the company is embracing “very unapologetically sexy” designs once more.
For a brand that built its empire on lace, lingerie, and runway fantasy, the shift marks a dramatic comeback. The once-iconic Angels may have been clipped, but the message is clear: Victoria’s Secret doesn’t want to be shy anymore.
From Angels to Awkward Years
Six years ago, everything changed. The brand canceled its world-famous fashion show, distanced itself from its signature Angels, and tried to reinvent itself in the wake of cultural shifts. The #MeToo movement was in full swing, and ties to disgraced financier Jeffrey Epstein cast a shadow over the lingerie empire.
Thin supermodels strutting in wings no longer felt like a fit for the times. Critics accused the company of being out of touch, and executives scrambled to soften the image. “The brand got a bit watered down,” Super admitted in a recent interview. “Decisions were made out of fear.”
Her predecessor, Martin Waters, doesn’t deny it. “At the time I took over, Victoria’s Secret was regarded as inappropriate and off-color,” he told the press. “We had to correct those mistakes. Now, times have changed and I support what Hillary is doing.”
The New “Very Sexy” Campaign
With sales at $6.2 billion, Victoria’s Secret is still a retail powerhouse. But the brand knows its survival depends on reconnecting with shoppers. Enter the “Very Sexy” campaign, unveiled this summer.
The collection brings back lingerie staples that once defined the label: garter belts, thigh-high stockings, sheer bodysuits, and lace corsets. It’s bold, it’s risqué, and it’s a clear signal that Victoria’s Secret is done playing it safe.
But don’t expect the return of the exact same Angels-era fantasy. When asked if the revamped fashion show will rely on supermodels like it once did, Super hesitated. “What is a modern Angel?” she wondered aloud. “Does it have to be a supermodel? We are having those debates.”
A Different Kind of Comeback
The famous fashion show, resurrected last year after a five-year break, is set to air on October 15. While it won’t look like the spectacle of old, the event remains a key piece of the brand’s strategy.
Insiders suggest the runway may feature fewer of the impossibly thin models that once defined it. The new goal is to keep sex appeal alive while showing that beauty doesn’t come in just one size or style. “We continue to embrace sexiness,” Super explained during an earnings call, “but we’re evolving to serve our customers more holistically.”
That balancing act—sexy but inclusive—will be the true test of whether Victoria’s Secret can pull off its transformation.
The Shadow of the Past
No comeback story is complete without looking at the ghosts that still linger. Les Wexner, the billionaire who turned Victoria’s Secret into a fashion juggernaut, is no longer tied to the company. But his connection to Jeffrey Epstein remains a dark stain on the brand’s history.
Industry experts believe that in today’s climate, Victoria’s Secret has little choice but to move forward boldly. “With a more pronounced political spectrum and open celebration of femininity in some circles, it’s no surprise that Victoria’s Secret is attempting to return to sexy,” said Susan Scafidi, founder and director of the Fashion Law Institute.
Sexy, but Smarter This Time
The challenge for Victoria’s Secret is clear: reclaim its reputation as the world’s most famous lingerie brand without repeating past mistakes. The Angels may never return in their original form, but sexiness is back on the agenda.
After years of apologies and caution, Victoria’s Secret wants its customers to feel bold, confident, and desirable once again. Whether the world is ready to welcome back its once-glittering star remains to be seen, but one thing is certain: the company is done hiding its wings.
