victorias secret com
Victoria’s Secret: What Really Happened to the Iconic Brand (and Why It’s Making a Comeback)
Once the queen of sexy lingerie and televised glam, Victoria’s Secret is now rewriting its own rulebook. From glossy fashion shows to inclusive campaigns and digital reinvention, here’s the real story behind victoriassecret.com—and why it’s still in the game.
The Original Idea Wasn’t What You’d Expect
Back in 1977, a guy named Roy Raymond walked into a department store to buy lingerie for his wife and left feeling awkward. Not because of the underwear—but because the entire experience felt like it wasn’t designed for men or women. So he created Victoria’s Secret in Palo Alto to fix that.
Picture this: mahogany walls, velvet couches, and soft lighting. It was designed to feel like a men’s club meets Parisian boutique. By the early ’80s, it had six stores and a booming catalog. But Raymond’s version was just the warm-up act.
Enter Wexner: The Man Who Scaled It
In 1982, Les Wexner (founder of The Limited) bought Victoria’s Secret for about $1 million. What he saw wasn’t just a lingerie company—it was a brand ready to sell aspiration, not just underwire.
He flipped the model. Instead of selling sexy for men, he sold confidence to women. Stores exploded in malls. Catalogs landed in mailboxes like clockwork. By the 1990s, Victoria’s Secret was doing a billion in sales and dominating the American mall.
The Angels Era: Sex Sells, Until It Doesn’t
The ‘90s and 2000s? Peak Victoria’s Secret. The brand created its own supermodel caste system: The Angels. Think Tyra Banks, Adriana Lima, Gisele Bündchen. The annual fashion show—first held in 1995—became a televised cultural event. By 2010, over 10 million people were watching it every year.
But it wasn’t just about the wings. Victoria’s Secret had nailed product development too. The “Very Sexy” push-up bra, the “Bombshell” scent, the miracle of seamless panties—they weren’t just products; they were lifestyle staples.
Still, under the glitter, cracks were forming.
The Downfall Wasn’t Just Cultural
People say Victoria’s Secret fell because of a shift in beauty standards. That’s partly true. But the bigger issue was that the brand ignored those shifts for too long.
Competitors like Aerie were championing body positivity. Rihanna’s Savage X Fenty was launching with trans models and body-inclusive sizing. Meanwhile, Victoria’s Secret clung to a narrow, old-school image of “sexy” that felt out of step with what women actually wanted.
By 2018, viewership for the fashion show dropped hard. The brand canceled the show in 2019. Then came scandals tied to Wexner’s connection to Jeffrey Epstein—and the brand’s outdated culture got exposed.
So They Hit Reset—Hard
Fast forward to 2021. L Brands split. Victoria’s Secret became its own public company (NYSE: VSCO). And instead of doubling down on sex appeal, they started flipping the entire script.
The Angels were replaced with the VS Collective—a group of ambassadors that included soccer star Megan Rapinoe, actor Priyanka Chopra, and model Paloma Elsesser. Diverse, outspoken, and not what the old Victoria’s Secret would’ve touched.
Behind the scenes, they redesigned stores, reimagined their marketing, and introduced new sizing models with the help of Adore Me—a tech-driven, body-inclusive brand they acquired to fix what they’d ignored for years.
victoriassecret.com Is Doing the Heavy Lifting
This isn’t just about storefronts. The official website, victoriassecret.com, has become the digital heartbeat of the brand.
Here’s what makes it work:
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AI-driven fit tools so people actually find bras that work
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Easy-to-navigate sections for PINK (youth-focused) vs. core Victoria’s Secret
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Limited-time promos like 5 for $35 panties or 25% off PINK backpacks
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Models that reflect real customers—not just fantasy bodies
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Style guides and content tailored to comfort, functionality, and self-confidence
The site is less glam and more grounded now. And that’s exactly what shoppers were asking for.
Reclaiming the Runway—On Their Own Terms
The fashion show is back. But it’s not the same.
In 2024, Victoria’s Secret rebooted it with global reach, storytelling, and a diverse cast. Think Tyra Banks returning, but alongside trans models like Valentina Sampaio and artists from Lagos, Tokyo, and Bogotá.
It wasn’t just glitter and feathers. The show streamed on Amazon and emphasized behind-the-scenes stories, design inspiration, and culture. Less “fantasy,” more authenticity.
The shift worked. Not because it was performative—but because it felt like the brand was finally listening.
Hillary Super: The CEO That Gets It
In 2024, Hillary Super (ex-CEO of Savage X Fenty) took the reins. That move said a lot.
She’s known for running brands that lean into inclusivity without making it a PR stunt. Under her, Victoria’s Secret is doubling down on smart inventory, better pricing models, and more accessible fashion. Not cheap—but not trying to be elitist either.
Where It Stands Financially
Despite the glow-up, the brand still has to fight for relevance.
In 2022, Victoria’s Secret brought in about $6.3 billion in revenue—down from the year before. Net income was cut almost in half. That’s not small change, but it shows the challenge of rebuilding trust in a crowded market.
Still, with Adore Me under its belt, new loyalty apps, and an updated brand message, there’s forward momentum.
victoria’s secret now: comfort is king
Today’s version of Victoria’s Secret is selling more than lace. The vibe is simple: feel good in what you wear, whether it's a wireless bralette, a cotton thong, or a cloud-soft hoodie.
And that’s what shows up on victoriassecret.com:
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Everyday comfort products getting front-page billing
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Fragrances and body mists aimed at wellness and mood, not seduction
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Activewear designed for actual movement, not posing
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Sizes and styles that recognize different body types without making it a campaign headline
FAQs About Victoria’s Secret
Is Victoria’s Secret still doing the fashion show?
Yes—but it’s reinvented. The 2024 show featured global creatives and streamed on digital platforms like Amazon.
Why did Victoria’s Secret get criticized?
The brand held on to outdated beauty standards for too long and ignored shifting cultural values around body image, inclusivity, and gender.
Is PINK still part of Victoria’s Secret?
Absolutely. It’s a key part of their strategy for younger audiences, focusing on college-style loungewear, bras, and activewear.
What happened to the Angels?
They were phased out in favor of the VS Collective, which includes diverse ambassadors redefining what “sexy” means today.
Is Victoria’s Secret still relevant?
Yes—but for different reasons now. It’s not about fantasy anymore. It’s about feeling confident, supported, and seen.
Final Thought
Victoria’s Secret didn’t just survive a reckoning—it’s rebuilding in real time. The site, the product line, the messaging—it all looks different now. And that’s the point.
victoriassecret.com isn’t selling fantasy anymore. It’s selling self-expression, fit, comfort, and modern identity. The wings may be gone, but the evolution? That’s just getting started.
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