How Victoria’s Secret Is Reclaiming Its Identity With a Smarter Take on Sexy

Victoria’s Secret is back under the spotlight to redefine what "sexy" means in 2025.

The runway, which aired last night, showcased a new cast and a renewed brand purpose. 

Taking the helm just a year ago, the company's CEO Hillary Super says its return is a statement just as it is a show. 

“It’s the biggest stage in the world,” she told WWD.

“This is an opportunity for us to introduce the next era of Victoria’s Secret and Pink to everyone and to put a stake in the ground about what this next chapter looks and feels like.”

Victoria's Secret's return to the runway serves as both a nod to its history and a signal of its new direction, one grounded in a more inclusive definition of sexy.

After years of scrutiny and a pause amid the #MeToo era, the brand that once embodied unattainable perfection is leaning into a more expansive definition of sensuality.

“Sexy is not one single thing,” Super said.

“It means different things to different women. We’re here to inspire you, not to tell you what sexy looks like.”

Under her leadership, Victoria’s Secret has rebuilt its team, refocused its creative strategy, and revived its live entertainment roots.

"We’re an entertainment brand. We’re painting an aspirational world," the CEO added.

Brooklyn Reawakens

Held in Brooklyn, this year's show is aptly titled "Reawakening."

With a glowing runway that pulses to the beat of live performances by Madison Beer, Twice, Karol G, and Missy Elliott, the production evolves into an entertainment spectacle loaded with symbolism.

One such example is the descending sun-stage centerpiece, which doubles as a metaphor and a light source.

Super emphasized that despite its massive scale, the show isn’t meant to overshadow substance.

“It’s not a high percentage of our total marketing budget,” she told WWD, suggesting the focus is on creative impact rather than extravagance.

Behind the show’s aesthetic is Executive Creative Director Adam Selman, who previously worked with Rihanna’s Savage x Fenty.

“Hillary and I were passionate about bringing Pink into this and giving it its own unique voice,” Selman said.

His involvement brings fresh energy and a designer’s understanding of pop culture storytelling, a reminder that the brand’s magic lies in its ability to entertain, not dictate.

Hundreds of artisans, stylists, and technicians orchestrate the experience from backstage, with wings, jewelry, and couture-level lingerie taking shape under Selman’s direction.

The show’s visuals reflect Super’s larger mission to modernize the fantasy without losing the charm it's known for.

“We are retaining customers at a higher rate than we have in a long time,” Super said.

“They’re more frequent shoppers and more profitable per customer. But we need to gain new customers, particularly younger ones.”

Understanding the power of our phones and social media, she believes the runway’s virality is the ultimate conversion engine. 

Super's Gameplan

Beyond the runway, Super’s management style drives Victoria’s Secret’s brand marketing strategy.

She describes her leadership as that of a “conductor,” curating teams and trusting creative partners.

Under her watch, the brand’s divisional presidents are rebuilding momentum in different segments:

• Anne Stephenson for intimates
• Ali Dillon for Pink
• Amy Kocourek for beauty

With nine consecutive quarters of growth in beauty, Super sees massive headroom in that category.

One that's "four times the size of the intimates market."

Victoria's Secret's return to form meant that lessons had to be learned along the way. 

Super became frank about what went wrong in the past.

“We were underutilizing the brand,” she said.

"We had gone after efficiency and optimization, cost optimization, and those sorts of things for a number of years.

And we needed to really go back to the heart of what we do, which is innovation in bras and in the fragrance business."

A Lesson in Comebacks

As the name of this year's show suggests, Victoria’s Secret’s "Reawakening" is a lesson on how to return to the limelight and execute a proper brand comeback. 

With the right mindset, new perspectives, and a leader who acknowledges the brand's pain points, momentum lost can once again be regained. 

• Reintroducing spectacle works best when it’s grounded in empathy and a strong sense of what people care about at present.
• Each sub-brand thrives when it speaks in its own voice and knows exactly who it’s trying to reach.
• For big brand moments to truly land, the entire world, including the story, music, visuals, and product, has to feel connected and real.

Other legacy names have faced similar trajectories.

For example, Abercrombie & Fitch’s rise and renewed market relevance under CEO Fran Horowitz were due to the leader's customer-centric approach.

For Victoria's Secret, only the months ahead will reveal if its new era can (cat)walk that same tightrope of spectacle and inclusion. 

Our Take: Can Sexy Still Sell?

It's fascinating to watch a brand once built on fantasy learn to humanize itself.

Gone are the days when "sexy" meant just eye candy. Victoria's Secret is aware of that shift in perception and plays that to its advantage. 

I think that’s why the runway revival feels honest. The brand isn't pretending the past didn’t happen, but instead letting its new story breathe differently.

In short, a real comeback is marked by a brand's ability to learn from past mistakes, and Victoria's Secret is welcoming this new age with open arms.  

Recently, Kylie Jenner revived her "King Kylie" persona to enact a viral brand comeback of her own. 

Comebacks succeed when honesty meets ambition. These top agencies know how to rebuild trust and relevance for fashion brands.