Earlier this year, I published
a long feature about Victoria’s Secret’s attempts to bring sexy—and its business—back.
Well, it’s official. Today, the retailer’s parent company Victoria’s Secret & Co. announced it would change its ticker on the New York Stock Exchange from VSCO to VSXY—or very sexy.
Re-embracing sexiness has been at the core of CEO Hillary Super’s turnaround strategy for the business.
As I explored in February, Victoria’s Secret had struggled to find an identity in the years after cleaning up the mess left by former parent company L Brands, where founder Les Wexner had deep ties to Jeffrey Epstein and allegations of sexual harassment proliferated. After separating from L Brands and forming an independent public company, Victoria’s Secret tried an era of female empowerment and body positivity, without the glamor that ruled the runways for years. Super’s shift has been to bring back the flashiness and sparkle that characterized Victoria’s Secret’s dominance in the 2000s, without the baggage.
At
the reimagined Victoria’s Secret Fashion Show in October, “Very Sexy” was a message emblazoned on everything from waiters’ aprons to macarons. And it’s one the retailer has continued to embrace.
“VSXY is a marker of who we are today,” Super said in a statement announcing the new ticker. “Sexy is deeply personal. If you asked a room full of women what it means, you’d get a different answer every time, and that diversity of expression is powerful. Every woman gets to define it for herself. Our role is to listen closely then translate what we hear into products, stories, and experiences that help her feel seen, supported and powerful in her own skin.” You can watch her talk more about this view of “sexy” in
our conversation on YouTube from earlier this year, too.
Super’s strategy seems to be working; the business, which projected $6.7 billion in revenue for 2026, has grown for the past three quarters. (It’s
being tested, however, by margin pressures including tariffs.)
But, meanwhile, Super is facing a heightened battle with the activist investor BBRC. Founder Brett Blundy has bought 13% of the company and wants a seat on the board. Victoria’s Secret has blocked that—and recently
offered an explanation as to why. The company objected to Blundy’s “decisions to hire executives with a history of serious allegations of sexual harassment or other misconduct, and the reported and alleged instances of harassment and highly inappropriate employee policies.” It also noted that it must be especially vigilant about harassment, given its history.
This battle is not yet resolved. In the meantime, Super is standing proud behind her strategy. The new ticker will take effect on June 2, also the day of Victoria’s Secret’s next earnings report. “VSXY is recognizable and aligns with our strategy and the progress we’ve made,” Super wrote. “It reflects our conviction and confidence in this work. We’re owning who we are, and we’re proud of it.”
Emma Hinchliffeemma.hinchliffe@fortune.comThe Most Powerful Women Daily newsletter is Fortune’
s daily briefing for and about the women leading the business world. Subscribe here.
