Victoria’s Secret CEO: Shoppers Crave Glamour Escape

Victoria’s Secret is positioning itself not merely as a retailer of lingerie for occasions like Valentine’s Day, but as a portal offering respite from the complexities and stresses of everyday existence. Hillary Super, the company’s CEO, contends that following an extended period marked by cultural intensity and challenges, the iconic lingerie powerhouse is regaining its momentum by wholeheartedly returning to elements of glamour, sparkle, and bold fantasy—now authentically shaped by the preferences and perspectives of women themselves.

As the inaugural female leader at the helm of the company in its contemporary incarnation, Super speaks candidly about the stagnation that had gripped the brand in recent years. For a considerable duration, Victoria’s Secret endeavored to distance itself from its historical reputation tied to exceedingly restrictive ideals of beauty. This involved implementing tentative rebranding initiatives and adopting empowerment-oriented messaging that many critics dismissed as superficial efforts to meet diversity checkboxes. The brand ceased highlighting its core strengths, such as expert bra fittings, and significantly toned down the extravagant spectacles that had previously turned its fashion shows into must-see cultural events. Reflecting on this phase from her office in downtown Manhattan—a space adorned with the brand’s signature maximalist flair, including leopard-print lingerie nearby—Super states, “We were living in a beige world for a while.”

Super brings valuable insights from her prior role as CEO of Anthropologie, where she observed the pervasive dominance of neutral tones like beige and gray in home decor trends. She notes that Victoria’s Secret’s primary rival, Skims, entered the market with a sleek, minimalist design philosophy centered on monochrome palettes. “We had gone through a good chunk of time in a very bland, very neutral trend pattern,” Super explains. “So whether that’s in intimate apparel, whether that’s in nail colors, whether that’s in the gray and beige of home interiors.” She continues, emphasizing a palpable shift: “And I think that maximalism and fun and joy and pushing it to the max, I just think that’s coming back, and I think we see that in our results.”

At the core of Super’s strategy is the conviction that women are once again eager for maximalist expressions, coupled with a genuine hunger for environments that evoke joy and playfulness. Amidst ongoing political turbulence, persistent economic uncertainties, and exhaustion from prolonged cultural debates, she presents Victoria’s Secret as a shimmering sanctuary. The aspiration, according to Super, is to cultivate “a really uplifting place to escape to,” where customers can embrace and embody their most empowered and authentic selves, rather than conforming to external or imposed visions of allure. In this reimagined world, sexiness transcends mere appearance—it becomes an empowering sensation, vividly demonstrated during the 2025 Victoria’s Secret Fashion Show.

This renewed emphasis on glamour and fantasy is proving effective, as evidenced by the influx of new customers who are drawn to the brand’s escapist allure. Super highlights how shoppers, particularly those new to Victoria’s Secret, are actively seeking out this glamorous reprieve. The company’s pivot back to its roots of opulence and excitement is resonating strongly, signaling a broader cultural appetite for vibrancy after years of subdued aesthetics. By amplifying elements like glitter, bold patterns, and theatrical presentations, Victoria’s Secret is differentiating itself in a market that had grown monotonous.

Super’s leadership marks a pivotal moment for the brand, blending her extensive retail experience with a fresh understanding of evolving consumer desires. Her time at Anthropologie equipped her with a keen eye for trend cycles, particularly the oscillation between minimalism and extravagance. The lingerie sector, much like fashion and home goods, had succumbed to a phase of neutrality that stifled creativity and excitement. Nail polish shades mirrored this trend, shifting toward safe, muted tones rather than vibrant hues. Now, as maximalism resurges across industries, Victoria’s Secret is capitalizing on this momentum, with sales figures reflecting the positive reception.

The CEO’s vision extends beyond mere trend-following; it’s about creating a holistic experience that uplifts and empowers. In an era fraught with global anxieties—from geopolitical shifts to financial pressures—retailers like Victoria’s Secret have an opportunity to serve as emotional anchors. By fostering spaces filled with joy, color, and unbridled fantasy, the brand aims to help women rediscover their confidence and sensuality on their own terms. This approach contrasts sharply with past missteps, where attempts at inclusivity felt forced and disconnected from the brand’s DNA.

Looking ahead, Super is optimistic about the transformative potential of this strategy. She describes it as tapping into “the biggest transformation opportunity in retail,” leveraging the timeless appeal of glamour to drive growth. Whether iconic elements like wings and rhinestones will suffice to fully revive the brand remains to be seen, but early indicators are promising. The 2025 Fashion Show exemplified this revival, blending high-energy performances with diverse representations that honored the brand’s heritage while evolving for modern audiences.

Victoria’s Secret’s journey reflects broader shifts in consumer behavior and cultural moods. After a period dominated by “beige” sensibilities—symbolizing caution, uniformity, and restraint—there’s a collective yearning for boldness and self-expression. Super’s candid assessment underscores this transition, positioning the brand not just as a seller of products, but as a curator of fantasy and empowerment. As shoppers embrace this return to glamour, Victoria’s Secret is poised to reclaim its status as a cultural phenomenon, one sparkling escapade at a time.

This resurgence also highlights the cyclical nature of fashion and lifestyle trends. What was once dismissed as excessive is now celebrated as liberating. Super’s background in navigating these cycles gives her a strategic edge, allowing Victoria’s Secret to pivot swiftly and authentically. Competitors like Skims may continue to thrive in minimalism, but Victoria’s Secret is carving out its niche in exuberance, appealing to those craving more than understated elegance.

Ultimately, Super’s leadership signals a confident recommitment to what made the brand iconic: unapologetic glamour that invites women to feel extraordinary. In her Manhattan office, surrounded by vibrant displays, she embodies this ethos. As the world emerges from years of heaviness, Victoria’s Secret stands ready to provide the glittery escape that shoppers are increasingly embracing.