"We were living in a beige world for a while,"
"We had gone through a good chunk of time in a very bland, very neutral trend pattern. So whether that's in intimate apparel, whether that's in nail colors, whether that's in the gray and beige of home interiors,"
"And I think that maximalism and fun and joy and pushing it to the max, I just think that's coming back and and I think we see that in our results."
"a really uplifting place to escape to,"
Victoria's Secret is deliberately returning to glamour, glitter, and unapologetic fantasy as a counterpoint to recent cultural heaviness. Hillary Super is the first woman to run the company in its current form. The brand experienced a flattened image after cautious rebrands and muted theatrics that downplayed core strengths such as bra fittings. Competitors embraced minimalist, neutral aesthetics, but consumer interest appears to be shifting back toward maximalism and joy. The company positions itself as an uplifting refuge from political and economic anxieties and aims to help customers feel like their best selves rather than someone else's fantasy.
Read at Fortune
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