Young shoppers seem unashamed of their love of spectacle and glitz, the glamor of lingerie, said CEO Hillary Super. Former CEO of Anthropologie and competitor Savage X Fenty, he joined the company in the fall of 2024 after several ill-fated attempts to change the narrative surrounding the once hot brand. And even though Victoria’s Secret previously canceled their runway show, Super has revived it.

The Gen Z customer watching the new version of the show today didn’t grow up with body image trauma in the 2000s like millennials did. She was raised by a Gen X mother who tried not to pass on her own body issues, wanting her daughter to be “strong and not be bothered by all the noise,” Super said. Gen Z can appreciate the fun of Victoria’s Secret Angels without necessarily seeing them as aspirational—or triggering.

That change in attitude is central to Victoria’s Secret’s comeback strategy under Super, which the company calls “the biggest opportunity to transform retail.” In October 2025, he watched a year’s work culminate in the brand’s revamped fashion show at Brooklyn’s Steiner Studios. “Lights, Camera, Angels,” flashed on the screen before the room went dark. The show opened with model Jasmine Tookes, ethereal in golden wings and cradling her nine-month pregnant belly—a body that wouldn’t have been seen on the runway in the brand’s first season.

The crowd loves longtime Angels like Adriana Lima, now in her mid-forties and a mother of five; consecutive supers Bella and Gigi Hadid; curvy models including Ashley Graham and Precious Lee; and athletes like WNBA star Angel Reese and Olympic gymnast Suni Lee.

For Super, the updated wings, sequins, and high heels are not a retreat from progress but a recalibration. “I think, as women, we never stop wanting to feel beautiful or sexy or powerful in our own skin,” she said. “But we want to define that. We don’t want someone else to define that for us.”

For more on how Super is transforming this iconic brand, read the full story HERE.