Victoria’s Secret is ready to be sexy again — and that’s nothing to be ashamed of, according to its new boss.
The iconic lingerie maker has added new items to a risqué underwear line which its CEO Hillary Super — tapped last year to fix the brand — describes as “very unapologetically sexy,” according to a report.
Six years ago, the company distanced itself from its sultry Angels – even canceling their famous fashion show for five years – as it got swept up in the #MeToo movement and mired in the sordid Jeffrey Epstein scandal. Thin supermodels in lingerie were not woke.
Now, Victoria’s Secret is leaning into its original DNA.
In an effort not to offend anyone, “The brand got a bit watered down,” Super told The Journal. “Decisions were made out of fear.”
Her predecessor Martin Waters, who surrendered the CEO seat to Super last year, frankly agrees.
“At the time I took over, Victoria’s Secret was regarded as inappropriate and off-color and we had to correct those mistakes,” Waters told the paper. “Now, times have changed and I support what Hillary is doing.”
The $6.2 billion company unveiled its Very Sexy campaign this summer, which includes garter belts, thigh high stockings, sheer body suits and lacy corset tops.
Still, the Victoria’s Secret fashion show, which was reintroduced last year, may feature fewer supermodels when it airs on Oct. 15, Super suggested.
“What is a modern Angel?” she told The Journal. “Does it have to be a supermodel? We are having those debates.”
Translation: Victoria’s Secret is not going back to being a brand that, according to critics, had ignored ordinary women for decades.
“The message is clear: we continue to embrace sexiness, but we’re evolving to serve our customers more holistically,” Super said on a recent earnings call.
Les Wexner, the billionaire who built Victoria Secret into a juggernaut — but who also landed the company in the spotlight over his ties to Epstein — has also left the company.
“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,” Susan Scafidi, founder and director of the Fashion Law Institute, told The Post.
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