Victoria’s Secret brings sexy back with VSXY ticker after woke rebrand crashes and burns: ‘We’re owning who we are’
Victoria's Secret is rebranding with a new stock ticker, VSXY, after a previous attempt at a woke image negatively impacted sales. The company aims to return to its roots of being 'unapologetically sexy' and has seen a resurgence in sales since reviving its fashion show. CEO Hillary Super acknowledges past mistakes and emphasizes the brand's commitment to its identity.
- ▪Victoria's Secret is changing its stock ticker from VSCO to VSXY on June 2.
- ▪The company experienced a decline in sales due to a failed woke rebrand during the #MeToo movement.
- ▪Since CEO Hillary Super took over, same-store sales have increased by 8% for two consecutive quarters.
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Business Victoria’s Secret brings sexy back with VSXY ticker after woke rebrand crashes and burns: ‘We’re owning who we are’ By Taylor Herzlich Published May 21, 2026, 3:23 p.m. ET See more of our coverage in your search results. Add The New York Post on Google Victoria’s Secret is bringing sexy back with a new VSXY ticker on the New York Stock Exchange after a failed flirtation with wokeness tanked sales of its bras and panties. As part of its “unapologetically sexy” campaign, the lingerie retailer announced Thursday that it will officially toss out its VSCO stock ticker in favor of the new, ostensibly sexed-up one on June 2. “Sexy has always been part of our DNA.
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