Is Victoria’s Secret DITCHING its feminist makeover? Lingerie brand is returning to its hypersexualized roots after scrapping catwalk ‘Angels’ for plus-sized and transgender models – amid reports sales have plunged 5%

• Victoria’s Secret is said to be returning to its hypersexualized roots, reports state
• Brand ditched its catwalk ‘angels’ in 2018 and focused on marketing campaigns with plus-sized and transgender models
• But sales this year are expected to be down 5% on last year prompting a U-turn from execs  

Victoria’s Secret is returning to its hyper-sexualized roots after attempting to rebrand as a more inclusive retailer, reports state.

The lingerie empire has seen a drop in sales since overhauling its image by replacing its traditional ‘Angel’ supermodels with more diverse models including soccer player Megan Rapinoe and transgender model Valentina Sampaio. 

Business of Fashion reporter Cathleen Chen noted that the move gained ‘favorable reviews online but never translated into sales.’

Bosses are now looking to bring back the brand’s ‘sexiness,’ according to a report by CNN on Tuesday. Victoria’s Secret insisted its new direction has nothing to do with its inclusivity efforts, as one exec said ‘sexiness can be inclusive.’

The brand’s revenue is projected to reach $6.2 billion for 2023, a 5 percent drop from last year and even lower than 2020 when the brand made $7.5 billion. 

Victoria’s Secret is returning to its hypersexualized roots after attempting to rebrand. Cara Delevingne is pictured modelling in an old-school Victoria’s Secret show in 2012

The brand’s new focus on inclusivity had failed to generate sales, experts said. Left: Miranda Kerr is pictured at a show in 2012. Right: (L-R) Joan Smalls, Kendall Jenner and Gigi Hadid backstage at a show in 2016

Chief executive Martin Waters reportedly said: ‘The reality is we all know the performance of the company and so there must be something that’s not going to plan. 

‘It can’t all be at green status. And the harsh reality is that the most important aspect of the work that we had to do in 2023, which was strengthening the core of the company are not where we need them to be.’

Meanwhile Victoria’s Secret and Pink brand president Greg Unis told investors: ‘Sexiness can celebrate the diverse experiences of our customers and that’s what we’re focused on.’

The brand now plans to roll out activewear and swimwear, update its existing stores and open 400 new locations outside the US.  

Victoria’s Secret was famed for its sultry catwalk shows which featured the likes of Cara Delevingne and Miranda Kerr as its ‘Angels.’

But such marketing came under fire from campaigners, forcing the company to retire its signature catwalk shows.

Bella Hadid is pictured in February this year in a more inclusive Victoria’s Secret promotional campaign

Hadid told Marie Claire: ‘What magnetized me to coming back was them coming to me and really proving to me that, behind the scenes, Victoria’s Secret has changed so drastically’

The brand was plunged into controversy in 2020 when an investigation by the New York Times alleged a ‘culture of misogyny, bullying and harassment’ at the company. 

Les Wexner, the chief executive of Victoria’s Secret’s then-parent company L Brands was also outed for his ties to disgraced financier Jeffrey Epstein.

Wexner was accused of turning a blind eye to sexual harassment allegations at the firm.

In 2021 Rapinoe said the old marketing sent out a ‘really harmful message,’ adding its marketing was ‘patriarchal, sexist, viewing not just what it meant to be sexy but what the clothes were trying to accomplish through a male lens and through what men desired.’

Rapino launched her own sports collection with the retailer as part of its rebrand, appearing alongside model Bella Hadid.

At the time, Hadid told Marie Claire: ‘What magnetized me to coming back was them coming to me and really proving to me that, behind the scenes, Victoria’s Secret has changed so drastically.’

Recent campaigns have also included stars such as Hailey Bieber and Emily Ratajkowski, as well as larger models and body positivity advocates including Paloma Elsesser and Ali Tate-Cutler. 

Victoria’s Secret has also been under pressure to keep up with more inclusive underwear brands such as Rihanna’s Savage X Fenty. 

Kim Kardashian’s Skims too has gathered popularity for its inclusive messaging. The shapewear brand raised funding in July at a $4 billion valuation.

This year it launched the ‘Victoria’s Secret: The Tour ’23’ in an attempt to revive its runway show format. 

Among those to star in the show were Julia Fox, Kate Moss’ daughter Lila and Jude Law’s daughter Iris.

A spokesman told DailyMail.com: ‘We are absolutely committed to inclusivity, as our brand president stated at our investor day.’ 

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