The stock market just got a whole lot sexier.
Victoria’s Secret will begin trading under a new ticker symbol, VSXY, on June 2. The lingerie retailer said on Thursday that this change is intended to make it clear that the brand stands for sexiness.
The company has traded under the ticker symbol VSCO on the New York Stock Exchange since 2021, when it split off from L Brands.
CEO Hillary Super emphasized that Victoria’s Secret’s definition of sexy is still body-positive.
“Sexy has always been part of our DNA,” Super said on Thursday. “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.”
Super, who became CEO in 2024, has overseen a turnaround at Victoria’s Secret.
The lingerie retailer was known in the 2000s for a particular brand of sexy, with racy fashion shows featuring models with similar, skinny body types.
However, as body positivity and the #MeToo movement took hold in the 2010s, Victoria’s Secret was seen as failing to keep pace with changing times.
The company began to lose its luster as other, more body-positive lingerie brands emerged and started taking the lingerie giant’s market share.
In 2014, Victoria’s Secret’s “Perfect Body” ad campaign was heavily criticized for featuring models with the same body type. It subsequently dropped the slogan and changed it to “A Body For Every Body.”
The company attempted to overhaul its brand image in 2019. Victoria’s Secret began hiring more models with different body types, and hired its first openly transgender model.
Super has continued the brand’s body-positive trajectory while also aiming to embrace the sex factor that made Victoria’s Secret so popular.
Her strategy is paying off. In March, Victoria’s Secret reported that fiscal 2025 sales increased 5%.
“VSXY is a marker of who we are today,” Super said. “A company standing fully in our identity and committed to inspiring confidence, sparking joy and celebrating sexy in all its forms.”
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