Victoria’s Secret wants you to know it’s VSXY again

Victoria’s Secret will begin trading under a new ticker symbol, VSXY, on June 2, as the lingerie retailer seeks to explicitly align its market identity with the concept of sexiness. The company, which has traded under the symbol VSCO on the New York Stock Exchange since its 2021 split from L Brands, announced the change on May 21, 2026.

CEO Hillary Super, who took the helm of the company in 2024, stated that the move is intended to make it clear that the brand stands for sexiness. Super has focused her leadership on embracing the “sex factor” that originally drove the brand’s popularity, while simultaneously attempting to maintain a commitment to body positivity.

According to Super, the brand’s current approach is not about dictating a specific standard of beauty to consumers, but rather reflecting a modern version of sexiness back to them.

“Sexy has always been part of our DNA,” Super said on May 21, 2026. “What’s changed is how intentionally we are owning it. Not by telling women what sexy should be, but by reflecting it back to them in a way that feels authentic, expansive and modern.”

The shift in branding accompanies a period of significant financial recovery. Since Super became CEO in 2024, Victoria’s Secret’s share price has seen a substantial increase. The stock rose from approximately $16 to a peak of more than $65 in early 2026. While the price has since declined to around $50, it remains up by more than 120% over the past 12 months.

This financial growth is mirrored in the company’s sales figures. In March 2026, Victoria’s Secret reported that sales for fiscal 2025 increased by 5%.

The return to a more provocative image marks a pivot from the brand’s struggles during the 2010s. During that decade, Victoria’s Secret was criticized for failing to keep pace with the #MeToo movement and the rising demand for body positivity. As more inclusive lingerie brands entered the market and captured share, the company’s influence began to wane.

A notable point of contention occurred in 2014, when the company’s “Perfect Body” advertising campaign faced heavy criticism for featuring models who all shared the same body type. In response to the backlash, the company abandoned the slogan and replaced it with “A Body For Every Body.”

By 2019, Victoria’s Secret attempted a broader overhaul of its image. This period saw the company hire its first openly transgender model and begin employing models with a wider variety of body types to appear more inclusive.

Under Super’s current strategy, the brand is returning to the particular style of sexiness it was known for in the early 2000s, which included racy fashion shows featuring models with skinny body types. Super aims to blend this legacy with the inclusive trajectory established in recent years.

Recent marketing efforts reflect this blend of high-profile celebrity and brand identity. In April 2026, American professional basketball player Angel Reese starred in the company’s “The Season of Strapless” campaign.

Super described the new VSXY ticker as a representation of the company’s current state and its commitment to a diverse definition of attraction.

“VSXY is a marker of who we are today,” Super said on May 21, 2026. “A company standing fully in our identity and committed to inspiring confidence, sparking joy and celebrating sexy in all its forms.”