News - Victoria's Secret Rebrands to VSXY, Revives Iconic Sexy Appeal

Victoria's Secret, the renowned lingerie retailer, is gearing up to trade under a new ticker symbol, VSXY, starting June 2, signaling a bold reaffirmation of its commitment to sexiness. This strategic move comes as the brand seeks to blend its classic allure with modern body positivity, a vision spearheaded by CEO Hillary Super since her appointment in 2024. The rebranding to VSXY marks a significant milestone in the company's journey, emphasizing an evolution that embraces authenticity and diversity. Over the years, Victoria's Secret has faced challenges, particularly in keeping up with the shifting cultural landscape where inclusivity and empowerment have gained prominence over stereotypical beauty standards. Super has been instrumental in transforming Victoria's Secret's image and financial health, with stock prices soaring from approximately $16 to a notable peak of over $65, although it stands at $50 now—reflecting a sustained growth of more than 120% over the past year. By reintroducing elements from its early 2000s identity that celebrated a particular brand of sexy, while incorporating body-positive principles, the company is working to reclaim its footing in the competitive lingerie market. Criticism from its 2014 'Perfect Body' campaign led to shifts toward inclusivity, opting for a 'Body For Every Body' motto. Under Super's leadership, further adaptations included hiring models representing a broader spectrum of body types and the company's first openly transgender model, paving the way for a progressive stance. The efforts have borne fruit, with a reported 5% sales increase in fiscal 2025, underscoring the efficacy of Super's approach. As Victoria's Secret transitions to VSXY, the brand aims to resonate with today's consumers by sparking confidence and joy while celebrating sexy in all its dimensions—a testament to its redefined identity and ambition in the modern era.