The iconic brand attempts a comeback after years of criticism and declining relevance

A Brand in Crisis

October 18, 2025: Victoria’s Secret, once the undisputed queen of lingerie and fashion shows, has spent the past few years grappling with declining sales, public criticism, and a tarnished reputation. The brand, long criticized for its narrow beauty standards and lack of inclusivity, faced growing competition from newer, more body-positive lingerie lines.

Industry insiders say the company’s delay in addressing these issues cost it valuable market share. While rivals embraced diversity and social consciousness, Victoria’s Secret struggled to modernize, leaving loyal customers frustrated and critics vocal.

The Comeback Strategy

In recent months, Victoria’s Secret has made significant efforts to reinvent itself. New campaigns feature models of all sizes, ethnicities, and gender identities, signaling a shift from the brand’s traditional image. The iconic fashion show, which was canceled for several years, is being reimagined with a focus on empowerment rather than spectacle.

CEO Martin Waters stated in a recent interview, “We finally understand what our customers want. It’s about inclusivity, authenticity, and celebrating every body type.” The brand has also invested in sustainability initiatives and digital engagement to appeal to younger consumers.

Lessons Learned

Despite these efforts, experts note that the transformation comes years after the company began losing relevance. Many former fans are skeptical, questioning whether the rebranding is genuine or merely a marketing tactic. Social media has been filled with mixed reactions, with some praising the new direction and others pointing out the delayed response.

Fashion analyst Clara Mendoza commented, “Victoria’s Secret had an opportunity to evolve when consumer expectations first started shifting. Acting now is better than never, but the brand has a lot of work to regain trust.”

The Road Ahead

Victoria’s Secret’s journey underscores the importance of adapting to cultural and social change. While the brand is making progress, it faces the challenge of convincing both long-time fans and a new generation that it truly embraces inclusivity and empowerment.

As the company steps cautiously into this new era, it remains to be seen whether these lessons, learned a few years too late, will be enough to restore its former glory and reclaim a leading position in the competitive lingerie market.