Victoria’s Secret CEO says Gen Z did not develop up with 2000s physique picture baggage—and so they’re embracing the glamorous style present once more | Fortune – Company Technique & Outlook

Youthful consumers appear unabashed of their love of the spectacle and sparkle, the glamour of the lingerie, notes CEO Hillary Tremendous. Previously CEO of Anthropologie and competitor Savage X Fenty, she joined the corporate within the fall of 2024 after a number of ill-fated makes an attempt to vary the narrative surrounding the as soon as scorching model. And although Victoria’s Secret had beforehand ditched its runway present, Tremendous has re-energized it.

The Gen Z buyer watching the brand new model of the present in the present day didn’t develop up with the physique picture trauma of the 2000s like millennials did. She was raised by a Gen X mother who tried to not go on her personal physique points, who needed her daughter to be “sturdy and unbothered by all that noise,” Tremendous notes. Gen Z can recognize the enjoyable of the Victoria’s Secret Angels with out essentially seeing them as aspirational—or triggering.

That shift in angle is central to Victoria’s Secret’s comeback technique beneath Tremendous, who calls the corporate “the largest transformation alternative in retail.” In October 2025, she watched a yr of labor culminate within the model’s revived style present at Brooklyn’s Steiner Studios. “Lights, Digicam, Angels,” flashed on the display earlier than the room went darkish. The present opened with mannequin Jasmine Tookes, ethereal in gold wings and cradling her nine-months pregnant stomach—a physique that may by no means have appeared on the runway within the model’s earlier period.

The gang cherished longtime Angels like Adriana Lima, now in her mid-forties and a mom of 5; next-gen supers Bella and Gigi Hadid; curve fashions together with Ashley Graham and Treasured Lee; and athletes like WNBA star Angel Reese and Olympic gymnast Suni Lee.

For Tremendous, the renewed wings, sequins, and towering heels aren’t a retreat from progress however a recalibration. “I don’t assume, as ladies, we ever stopped eager to really feel stunning or attractive or highly effective in our personal pores and skin,” she says. “However we need to outline that. We don’t need another person defining that for us.”

For extra on how Tremendous is popping round this iconic model, learn the total story right here.