Victoria's Secret – Victoria’s Secret will start trading under a new stock ticker, VSXY, on June 2, replacing VSCO. The company says the change is meant to keep the brand’s “sexiness” message unmistakable, while CEO Hillary Super links the move to a body-positive definition of “s
Victoria’s Secret is changing its financial identity as sharply as it’s trying to reshape its brand story.
The lingerie retailer will begin trading under a new ticker symbol, VSXY, on June 2. The company said the change—previously traded under the ticker symbol VSCO on the New York Stock Exchange—has a simple purpose: to make it clear that the brand stands for sexiness.
Victoria’s Secret has traded as VSCO on the New York Stock Exchange since 2021, after it split off from L Brands.
CEO Hillary Super spoke directly to the brand’s meaning when she emphasized that “sexy” is still body-positive. not a throwback. “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 became CEO in 2024, and she has overseen a turnaround at the company. In her telling, the brand’s past—especially its 2000s-era image—doesn’t have to disappear, but it must be updated.
Victoria’s Secret was known in the 2000s for a particular brand of sexy, including racy fashion shows featuring models with similar, skinny body types. As body positivity and the #MeToo movement gained momentum in the 2010s, the company faced criticism that it wasn’t keeping pace.
The shift became impossible to ignore. In 2014, Victoria’s Secret’s “Perfect Body” ad campaign was heavily criticized for featuring models with the same body type. The company then dropped the slogan and changed it to “A Body For Every Body.”
By 2019, Victoria’s Secret tried to overhaul its brand image more directly. It began hiring more models with different body types and hired its first openly transgender model.
Now, Super’s strategy appears to be trying to do something harder than just distance the brand from old messaging: embrace the sex factor that made Victoria’s Secret popular, while keeping body positivity at the center.
Her framing of the ticker change captures that balance. “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.”
The commercial stakes are real, and the company points to recent results. In March, Victoria’s Secret reported that fiscal 2025 sales increased 5%.
That number lands as VSXY replaces VSCO on June 2—an apparent attempt to align how the market trades the stock with how the brand wants to be understood.
Victoria's Secret VSXY VSCO New York Stock Exchange lingerie retailer Hillary Super ticker symbol brand strategy body positivity fiscal 2025 sales