Hillary Super’s Vision for Revitalizing the Iconic Lingerie Label

Hillary Super, the newly appointed CEO of Victoria’s Secret, is steering the iconic lingerie brand toward what she calls a “new era of sexy.” Taking the helm in September 2024, Super is working to reinvigorate the brand’s image, which had been significantly toned down in recent years due to cultural shifts and internal challenges. Her predecessor, Martin Waters, had pivoted the brand toward comfort and inclusivity, a move that initially boosted sales but eventually stalled. Super, however, believes the brand’s earlier emphasis on seduction was not entirely misplaced and is now seeking to strike a balance between sensuality and modern values.

Super, a self-described introvert, has spent her career in retail and fashion, rising through the ranks at companies like Gap, American Eagle Outfitters, and Anthropologie. She joined Victoria’s Secret during a challenging time, with declining sales and fierce competition from brands like Skims and ThirdLove, which have successfully positioned themselves as body-positive and size-inclusive. Super argues that the previous leadership’s decision to dial back the brand’s sex appeal was driven by fear and led to a “watered-down” image that no longer resonated with consumers.

Under her leadership, Victoria’s Secret has begun reintroducing more sensual elements, such as the “Very Sexy” line, which features double-push up bras and other items with a bold, unapologetic aesthetic. The brand also recently revived its iconic fashion show, now featuring a more diverse cast of models, including transgender individuals and people of different ages, ethnicities, and body sizes. Super’s vision includes redefining what it means to be a “modern Angel,” a term traditionally used for the brand’s supermodels.

Super’s approach is not without its challenges. Shortly after her appointment, the company faced a cyberattack that forced its website to shut down for three days, adding to the difficulties of her transition. Additionally, activist investors, including BBRC International and Barington Capital Group, have been pushing for changes, adding pressure to the company’s strategic direction.

Despite the challenges, Super’s tenure has shown early signs of success, with sales increasing in all but one quarter since she took over. While the company’s stock has faced some turbulence, it has seen a nearly 8% increase since her appointment. As Victoria’s Secret continues to navigate its transformation, Super remains focused on rekindling the brand’s allure while staying true to its evolving identity.

Super’s personal journey has also shaped her leadership style. Known for her introspective nature, she prefers face-to-face meetings and values listening over speaking. Her early life in Arcadia, California, where she spent time reading, drawing, and painting, helped shape her thoughtful and deliberate approach to decision-making. Her father, who worked his way up from selling Playtex bras to becoming a CEO, instilled in her the importance of hustle and integrity—values that continue to guide her career.

In her early twenties, Super took on extra ear piercings, a decision that initially clashed with her father’s expectations. However, she eventually chose to remove them, acknowledging that her father was right about the importance of dressing for the role she aspired to. This experience reinforced her belief in the power of personal growth and adaptability.

Super’s career path has been marked by a blend of creativity and business acumen. From her early days working at a local retailer, Sweats & Surf, where she developed an eye for what makes consumers connect with products, to her time at Gap and American Eagle Outfitters, where she gained insights into retail trends and consumer behavior, Super has always been attuned to the nuances of what drives customer loyalty.

Her leadership at Victoria’s Secret is now being closely watched by both industry observers and investors. With a $6.2 billion annual revenue and over 1,370 stores globally, the brand remains a major player in the lingerie market. Super’s ability to balance the brand’s legacy with the demands of a modern consumer base will be critical in determining its future success.

As the company moves forward, Super is also focusing on enhancing the in-store experience, including the addition of “bra fit specialists” to help customers find the perfect fit. This initiative is part of a broader effort to create a more personalized and engaging shopping experience that aligns with the brand’s renewed emphasis on both comfort and sensuality.

With the fashion show set to air on October 15, 2025, and new product lines launching in the coming months, Super is clearly committed to evolving Victoria’s Secret into a brand that is both relevant and respected in today’s market.