Victoria's Secret is officially leaning back into the image that once made it one of America's most powerful fashion brands, and Wall Street is taking notice. The lingerie giant announced this week that it will change its New York Stock Exchange ticker symbol from VSCO to VSXY beginning June 2, a move the company says reflects its renewed focus on being 'unapologetically sexy' after years of trying to reinvent itself during the height of the body positivity and inclusivity movement.
CEO Hillary Super on the New Direction
'Sexy has always been part of our DNA. What's changed is how intentionally we are owning it,' CEO Hillary Super said in a statement announcing the new ticker. 'VSXY is recognizable and aligns with our strategy and the progress we've made. It reflects our conviction and confidence in this work. We're owning who we are, and we're proud of it.'
The new stock symbol caps off a dramatic turnaround effort for the retailer, which spent much of the past decade struggling to reconnect with shoppers after abandoning the hyper-glamorous image that once defined the brand. During the #MeToo era and amid growing criticism over unrealistic beauty standards, Victoria's Secret distanced itself from its famous Angels supermodels, paused its iconic televised fashion show for five years and shifted toward a more inclusive, toned-down image focused on comfort and body positivity.
Backlash and Decline
But the strategy backfired badly with many longtime customers. As the company tried to soften its image, rivals including American Eagle Outfitters and its Aerie brand rapidly gained market share by targeting younger shoppers with comfortable lingerie, relaxed marketing and heavily edited-free campaigns. Meanwhile, Victoria's Secret sales slumped quarter after quarter, with critics accusing the company of losing the identity that once made it culturally dominant.
Super, who became the company's fourth CEO since 2019 when she took over in September 2024, has openly acknowledged the brand lost direction. 'The brand got a bit watered down,' she previously told The Wall Street Journal. 'Decisions were made out of fear.'
Aggressive Reversal
Now, Victoria's Secret is reversing course aggressively. The company has revived its famous fashion show, relaunched its 'Very Sexy' lingerie collection and leaned back into glamour-heavy marketing featuring sheer fabrics, garter belts, lace lingerie and celebrity supermodels. The runway reboot has featured stars including Suni Lee, Angel Reese, plus-size model Ashley Graham and supermodel Bella Hadid as the company attempts to modernize its sexy image without fully abandoning inclusivity.
Executives say the gamble is already paying off. Following the return of the Victoria's Secret Fashion Show last year, the retailer recorded its strongest quarterly sales growth in more than four years. Same-store sales have now risen 8 percent for two consecutive quarters, while analysts expect another double-digit increase in the current period.
Investor Confidence
The company's shares have more than doubled since Super took over, with investors increasingly betting the retailer may finally have found a workable middle ground between aspirational fashion and broader modern appeal. Bloomberg Intelligence analyst Mary Ross Gilbert said the pivot reflects a broader understanding that many consumers still want fashion to feel glamorous and empowering. 'Women love to feel sexy,' Gilbert said, adding that modern sexiness is now defined more by women themselves rather than by traditional male-focused advertising.
The company's stock rose nearly 6 percent following news of the ticker change. The timing is particularly symbolic because Victoria's Secret will officially debut the new VSXY ticker on the same day it reports quarterly earnings.
Broader Cultural Shift
The retailer's renewed focus on sex appeal also represents one of the clearest examples yet of major consumer brands pulling back from overtly 'purpose-driven' marketing strategies that dominated corporate America in the late 2010s. Former CEO Martin Waters recently admitted the company may have overcorrected when trying to escape criticism over its old image. 'At the time I took over, Victoria's Secret was regarded as inappropriate and off-color and we had to correct those mistakes,' he said. 'Now, times have changed and I support what Hillary is doing.'
Focus on Bras
The company's comeback strategy has largely centered around one key category: bras. Victoria's Secret once dominated the US bra market, but steadily lost shoppers as competitors pushed softer fabrics, everyday comfort and more practical styles. Super's leadership team has now attempted to combine that comfort-driven approach with the fantasy and glamour that originally built the brand into a retail powerhouse.
Industry analysts say the challenge will be maintaining that balance without alienating either side of its customer base. Still, for now, the retailer appears to be enjoying a rare rebound story at a time when many mall-based fashion chains are struggling. And with a ticker symbol now literally spelling out 'sexy,' Victoria's Secret is making one thing very clear: it believes America is ready for the brand's old identity again.
