The brand archives the season of inclusiveness at all costs, brings angels, lace and corsets back onto the scene and even changes its ticker on the stock exchange: from Vsco to Vsxy. The markets reward the turning point and the stock rises
Goodbye to terrycloth slippers and beige flannel pajamas in size XL. Victoria’s Secret has emptied its cupboards of political correctness, and has decided that inclusiveness at all costs can also take early retirement. Lace is back, the claustrophobic corset is back and, above all, good old sex appeal is back. With all due respect to the prophetesses of the gender revolution. But to the uncontainable joy of Wall Street, where the stock is galloping again.
From Vsco to Vsxy: even the ticker becomes sexy again
The change of direction is not only aesthetic, but above all financial. To understand the extent of the revolution you need to look at the New York stock market.
On June 2, the company made a gesture of very high symbolic value: it scrapped the old Vsco ticker to adopt the new, explicit Vsxy symbol. For non-experts, the ticker is nothing more than the abbreviated acronym (made up of a few letters) that identifies a stock on the stock market boards. Well, that old “Vsco” was too reminiscent of the era of transition, of inclusiveness at all costs and of fashion shows that looked more like gray condominium meetings than high fashion events. The new acronym, Vsxy, contains an explicit reference to the word “sexy”.
A real declaration of intent: just intellectualize the underwear, we’ll go back to selling what has always worked best. The markets’ response? An immediate takeoff. Coinciding with the release of financial data for the first quarter of 2026 that literally shattered analysts’ forecasts, the stock achieved an instant rally of 50% in a single session. From the debut of the new ticker to today, August 26, 2026, the shares have flown from opening $78.00 to $91.19, recording a net gain of 16.91% in less than three months.
The return of the Angels and farewell to the inclusive turning point
In one year the performance was 313%, which began after the return of the Angels to the catwalk. In the wake of metoo, woke and gender in 2019 the brand erased 23 years of wide-eyed in front of killer collections. In October 2025, the turning point: stop “political correctness at all costs”. That bizarre historical period in which the famous Angels were put to forced rest with the accusation of being too attractive, replaced by a patrol of activists, intellectuals and testimonials chosen strictly for their moral depth and their total refractoriness to the concept of transparent lace. Let’s face it: no one has ever browsed the Victoria’s Secret catalog to feel psychologically understood or to find answers to their existential conundrums.
You look to dream of a life of feathers, rhinestones and the laws of physics constantly challenged by miraculous reinforced underwires. The inclusive twist had tried to convince us that a high-necked sports bra made of recycled nylon was the new sexy. There were fashion shows that seemed more like gray condominium meetings or collective self-consciousness sessions than high fashion events. But company budgets, unfortunately for gender philosophy, speak a ruthless language: female solidarity doesn’t pay the bills if the customers, tired of punitive minimalism, go to buy the garters elsewhere. And so, with a wipe of the towel (or perhaps mascara), here is the great return to reality. Giant ostrich wings are back. The unlikely stilettos on which models swing who have no intention of having a debate on patriarchy are back.
The brand’s new message: stop intellectualizing underwear
Above all, that magical and mysterious fabric that covers 0.5% of the female body but costs as much as a month’s rent in the center is back. The brand’s message today is clear: just intellectualize underwear. True equality is achieved by suffering all together inside a tight corset that prevents deep breathing, but works wonders for posture. As was widely expected, the about-face did not go unnoticed.
The world of militant activism reacted with its usual outburst of bile. The rite of torn clothes was immediately triggered on social media: accusations of “betrayal of the cause”, fingers pointed against the return of the “male gaze” and learned editorials on the dramatic return of patriarchy to the balcony. There were those who called for a boycott, mourning the disappearance of the inclusive-therapeutic parade. But while the sex of angels (in every sense) was being discussed in progressive salons, the new CEO Hillary Super was looking at another kind of graphs. The ones with the plus sign.
Wall Street rewards Victoria’s Secret’s turnaround
Faced with this rain of dollars, even the large investment banks had to put away their manuals on social sustainability to rush to buy. Wells Fargo immediately raised the bar by setting a target price of 90 dollars, which was promptly exceeded by the reality of the facts. UBS was no exception, revising its estimates upwards, bringing the target price to 95 dollars, convinced that the business of old-fashioned seduction still has immense fields to conquer. Welcome back Angels. We had almost forgotten how wonderfully superficial, politically incorrect, but damnably profitable the world of fashion can be when it stops doing politics and starts doing business again.
