Victoria’s Secret To Move Away From ‘Woke’ Rebrand – And Bring ‘Sexy’ Back

After spending two years attempting to overhaul its hypersexualized image in a bid to regain cultural cache, Victoria’s Secret looks to move away from its “woke” rebrand. 

The lingerie company’s revenue is expected to hit $6.2 billion, down about 5% from the previous year and well below $7.5 billion in 2020. 

Victoria’s Secret attempted to overhaul its image by having Megan Rapinoe as a brand ambassador and launching campaigns with transgender and plus-size models in a bid to promote body positivity and inclusivity.

Going forward, they hope to fuse their inclusiveness with sex appeal. 

“Sexiness can be inclusive,” brand president Greg Unis recently told CNN. “Sexiness can celebrate the diverse experiences of our customers, and that’s what we’re focused on.” 

Victoria’s Secret brought back their famed fashion show, which was retired in 2018, but rebranded it as Victoria’s Secret: The Tour ’23, a documentary/fashion show hybrid that premiered on Amazon Prime on September 26.

The company also looks to reach $7 billion in annual sales by renovating 1,400 Victoria’s Secret and Pink stores, in addition to opening 400 new locations outside of North America.