Why Victoria’s Secret Is Bringing Sexy Back | BoF
Victoria’s Secret is once again trying to bring “sexy” back — but not everyone is impressed. The lingerie giant recently hosted its much-hyped fashion show, promising a “new era of sexy” that CEO Hillary Super described as nuanced and empowering. Unfortunately, the show turned out to be anything but.
Yes, the runway featured diversity — models of different body types, skin tones, and even a transgender and a nine-months-pregnant model. Sports stars like Angel Reese and Suni Lee walked the ramp, while music icons such as Missy Elliott, Karol G, TWICE, and Madison Beer performed. On paper, it sounded like progress. But in reality, it was the same old Victoria’s Secret formula — near-naked models parading under flashing lights.
Same Show, New Label
The brand had once attempted to reinvent itself after the #MeToo backlash by canceling its fashion show in 2019 and focusing on empowerment, featuring ambassadors like Megan Rapinoe. But old habits die hard. The 2025 version of the show felt more like a re-run of the past than a revolution.
Culture Rewind: Back to the “Old Sexy”
This return to “traditional sexy” isn’t just a Victoria’s Secret story — it mirrors a larger cultural shift in America. Across industries, brands like American Eagle, Nike, and even fast-food chains are leaning into nostalgia and old-school gender stereotypes to sell products.
Sydney Sweeney’s sultry American Eagle ads channeled 1980s Brooke Shields vibes, while influencer Alix Earle appeared scantily clad in a Carl’s Jr. Super Bowl commercial. One YouTube comment even summed up the sentiment: “It feels like the ’90s again — the world is healing!”
But here’s the question — are we really healing, or just regressing?
Marketing Mirrors Society
What’s happening in advertising reflects what’s happening culturally. The early 2020s’ “anti-woke” backlash has pushed many companies back toward the kind of marketing once criticized for being outdated. Corporate America is quietly stepping away from DEI commitments, and even politics has shifted to a more conservative tone on gender roles and image.
It’s no surprise, then, that sexy ads are back — because, in some circles, they work. American Eagle reported a sharp sales jump thanks to its Sweeney campaign, with her denim jacket selling out in just one day. Nike’s partnership with Kim Kardashian also paid off, making NIKESkims its most successful apparel launch ever.
The Problem with the “Old Sexy”
Victoria’s Secret and American Eagle executives say their “bold” moves aren’t about fear of backlash but confidence in consumer demand. But really, what’s bold about using the same tired formula that objectifies women? It’s neither creative nor modern — and it completely ignores the growing audience looking for fresh, inclusive, and inspiring narratives.
Consumers today want more than nostalgia; they want authenticity. They want fashion that celebrates individuality, not stereotypes.
Final Take
Victoria’s Secret might believe it’s entering a new era, but what it really did was hit rewind. While some shoppers may enjoy the retro glam, others are ready to tune out and move forward — toward brands that embrace real empowerment over performative “sexy.”
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