Victoria's Secret ditches woke rebrand and vows to return to 'unapologetically sexy' roots

[Jaun Deere]

Victoria's Secret's new CEO has announced plans to return to its 'unapologetically sexy' branding as it moves away from its woke rebrand.

The lingerie company is re-embracing its bombshell roots following years of struggling sales and a tepid response to its diverse catwalk last year.

CEO Hillary Super, 53, who took on the role in September 2024, admitted her predecessors had 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 told the Wall Street Journal.

The company toned down its provocative branding after a a 2020 New York Times article reported that many employees and models faced a slew of misogyny and harassment.

At the time, the brand was under the leadership of Leslie Wexner and Ed Razek.

Super, however, said many decisions were made 'out of fear' after the company moved away from their sexualized branding and more toward comfort following a wave of backlash.

The brand's seductive lingerie was replaced with products with more coverage and plain designs, as well as a heavier focus on athleisure wear and comfortable pajamas.

https://www.dailymail.co.uk/news/articl ... super.html