Victoria's Secret Is Returning to "Sexy." You're Not Going to Like Why.

"CEO Hillary Super, who took over last September, said in a recent interview with the Wall Street Journal that the underwear company had made a mistake by pulling back from the showy lingerie and suggestive advertising on which it made its name. Under Super's direction, the brand has rolled out new additions to its "Very Sexy" collection, which features harness-inspired underwear, bejeweled "maximum lift" push-up bras that promise an increase of two cup sizes, and a thong with a tassel that dangles down one's crack."

"and a crotchless, cup-less leotard. (I use that term lightly.) On social media, the brand is pushing sheer lingerie, aggressive push-up bras, flouncy floral designs, and undergarments with blingy straps emblazoned with the company name. Victoria's Secret is also leaning back into the glitzy flamboyance of its annual lingerie fashion show, which returned last year for the first time since 2018."

"I hate to be the person who always brings up Donald Trump in conversations about thongs, but it's no coincidence that the end of Victoria's Secret's brief period of soft-touch sexuality has come at this precise moment. The past few years in fashion have heralded a return to both traditional femininity (ruffles, ballet flats) and shameless sexiness (clothing with cutouts), a two-pronged trend that has only accelerated during Trump 2.0."

Victoria's Secret is pivoting from comfort-driven products back toward overtly sexy lingerie under CEO Hillary Super. The brand has expanded its 'Very Sexy' collection with harness-inspired pieces, bejeweled 'maximum lift' push-up bras claiming a two-cup increase, and a thong with a dangling tassel. The assortment still includes comfort basics and athleticwear, but also features lace teddies, costume-like pieces, bras that stop short of the nipple, and a crotchless, cup-less leotard. Social media promotion emphasizes sheer styles, aggressive push-up bras, floral designs, and blingy branded straps. The company is reviving the glitzy annual fashion show.

Read at Slate Magazine