Hillary Super took over her new role on September 9, 2024. She was the CEO of Savage X Fenty. She is known for being a seasoned executive and a manager who “takes brands to the next level.”

This change in leadership marks a crucial step in the history of the brand, known for its spectacular runway shows and iconic muses. So, what does this change mean for Victoria’s Secret and what are the prospects for the brand in the years to come?

A crucial change at the helm of the brand

Since its inception, Victoria’s Secret has successfully established a model based on spectacular campaigns and a beauty ideal celebrated by its “Angels” the star models of the runway shows. However, in recent years, the brand has faced significant challenges: consumer expectations have evolved, and the image of Victoria’s Secret, perceived by some as outdated and not inclusive, has declined in popularity.

The appointment of a new CEO embodies the desire to renew the brand’s strategy and adapt to a time when diversity, inclusivity and authenticity have become essential.

Towards a more inclusive and engaged brand

In recent years, the fashion industry has highlighted the need to celebrate diversity and promote bodies of all shapes, sizes and origins.

Victoria’s Secret has committed to this movement by taking steps to diversify its offer and campaigns. The SS 2025 fashion show demonstrated this.

Reinventing the customer experience

Victoria’s Secret also wants to improve the experience of its customers, both in store and online. This involves more modern spaces, increased interaction via digital platforms, and high-quality customer service.

The challenges and issues to be met

This new beginning will not be without challenges. The brand must not only overcome the financial difficulties of recent years, but also regain the trust of those who have been critical of its past choices. To achieve this, transparency and authenticity will be key elements of the brand’s future strategy.

In conclusion

Hillary Super’s appointment as CEO of Victoria’s Secret marks a strategic shift for the brand. Between modernization, inclusivity, sustainability and commitment to customers, the lingerie brand seems ready to begin a new chapter in its history. It remains to be seen how this vision will be implemented and whether it will allow Victoria’s Secret to regain its place as a leader in the lingerie sector.

Picture : Victoria's Secret