VSXY and The New Victoria’s Secret How Hillary Super is Redefining Sexy on Her Terms

Listening first, then redefining “sexy” In her op‑ed, Super says her first months at Victoria’s Secret were spent listening to customers, store associates and to how women have experienced the brand over decades.

What she heard was that Victoria’s Secret still matters, and that feeling sexy still matters, but that the old, narrow vision of sexy no longer fits how most women see themselves. She draws a clear line: Sexy is not one look, one size, one age or one attitude.

It is a “deeply personal feeling”, and “if you ask ten women what sexy means, you’ll get ten different answers.” That diversity is “something to celebrate, not to manage around.” Against that backdrop, the company’s role is to “design with purpose, create with care and tell stories that help women feel like the best version of themselves… on their terms,” with the guiding principle to “put her first, always.” Why VSXY and what it signals The ticker change is intentionally loud.

VSXY is obviously read as “very sexy,” and Super is clear that the point is not financial mechanics, but identity. In the official release, she calls VSXY “a marker of who we are today – a company standing fully in our identity and committed…