Victoria's Secret clung to a narrow ideal of 'sexy' — and lost a generation of customers

For decades, Victoria's Secret was the dominant name in American lingerie, famous for its glamorous fashion show, its 'Angels,' and a narrow, aspirational ideal of sex appeal. It was the market leader, and for years its formula worked: a fantasy of beauty sold through catalogs, stores and a televised spectacle.

But consumer tastes shifted. A new generation of customers wanted inclusivity, body positivity, comfort and authenticity — not a single narrow ideal of 'sexy.' Newer brands like Aerie and Savage X Fenty embraced diverse body types and won over younger shoppers. Victoria's Secret, led by Les Wexner and its longtime marketing chief, was slow to adapt and clung to its old formula.

The brand's decline became public. Sales fell, the once-must-watch fashion show drew shrinking audiences, and in 2019 Victoria's Secret cancelled the fashion show altogether. The brand attempted a rebrand toward inclusivity, and in 2021 it was spun off from L Brands. Victoria's Secret became a cautionary tale about how a brand built on a single narrow ideal can lose a generation when the culture moves on.