Why did Victoria’s Secret drop feminist makeover?

Lingerie chain Victoria’s Secret is bringing back “sexiness” after its feminist makeover hasn’t translated into business success.

Victoria’s Secret has witnessed a sharp decline in income since deciding to abandon its “hyper-sexualized” image, as recently stated in an article by BusinessOfFashion.com.

According to the numbers, the lingerie brand’s projected revenue for 2023 is $6.2 billion, which is 5% lower than it was last year, and even lower than 2020, when the brand’s revenue was $7.5 billion.

The lingerie brand had attempted to rehabiliate public perception following criticism that it promoted typically thin, white models as the preferred beauty standard.

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Victoria’s Secret relaunched its fashion show in September, and the VS Collective—a collection of successful, varied women that includes Priyanka Chopra and Megan Rapinoe—replaced the “Angels” to promote a line of breezy loungewear.

Executives, meanwhile, are apparently embracing “sex appeal” again now that the brief facelift didn’t increase sales.

Victoria’s Secret and Pink brand president Greg Unis summed up this new direction for the company, reportedly telling investors, “Sexiness can be inclusive.” He explained that “Sexiness can celebrate the diverse experiences of our customers and that’s what we’re focused on.”

Chief executive Martin Waters also reportedly admitted that the inclusivity initiatives were not profitable for the company, stating, “Despite everyone’s best endeavors, it’s not been enough to carry the day.”

According to BusinessOfFashion, the company’s new goal is to “Improve profitability and cross back over $7 billion in annual sales.” To meet this objective, the brand plans to roll out activewear and swimwear, update its existing stores and open up 400 new ones outside the United States.