"Victoria's Secret is betting that the generation raised on body positivity-not "heroin chic"-is ready to reclaim its famously glittering runway. Younger shoppers seem unabashed in their love of the spectacle and sparkle, the glamour of the lingerie, notes CEO Hillary Super. Formerly CEO of Anthropologie and competitor Savage X Fenty, she joined the company in the fall of 2024 after several ill-fated attempts to change the narrative surrounding the once hot brand."
"The Gen Z customer watching the new version of the show today didn't grow up with the body image trauma of the 2000s like millennials did. She was raised by a Gen X mom who tried not to pass on her own body issues, who wanted her daughter to be "strong and unbothered by all that noise," Super notes. Gen Z can appreciate the fun of the Victoria's Secret Angels without necessarily seeing them as aspirational-or triggering."
"In October 2025, she watched a year of work culminate in the brand's revived fashion show at Brooklyn's Steiner Studios. "Lights, Camera, Angels," flashed on the screen before the room went dark. The show opened with model Jasmine Tookes, ethereal in gold wings and cradling her nine-months pregnant belly-a body that would never have appeared on the runway in the brand's earlier era."
Hillary Super became CEO in fall 2024 and repositioned Victoria's Secret by restoring a glittering runway spectacle aimed at younger shoppers. The brand emphasized inclusivity and celebration of glamour, featuring longtime Angels, next-gen supermodels, curve models, athletes, and a pregnant model onstage. The revived show debuted at Brooklyn's Steiner Studios with the slogan "Lights, Camera, Angels" and showcased a wider range of body types and backgrounds. The strategy frames sequins and wings as a recalibration rather than a retreat, seeking to align spectacle with contemporary body-positivity values and to drive a broader retail transformation.
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