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If Victoria's Secret had an official slogan, it would obviously be "Sexy."

In the past five years, the company has internationally branded bras, fragrances, windows and Heidi Klum with the word, in bold - and hot pink.

But they came to an important decision today: they don't want to be sexy anymore; they want to be feminine. Apparently the two can't coincide in the world of fluffy pink teddies and angel wings.

The move reminds us of when Armani announced he was going to stop licensing his name to try and get back to the root of his brand. This was before David Beckham's package popped up on your local billboard and we realized that Armani's premature declaration actually meant that there wasn't a product left in the world that didn't already boast his name.

Like Armani, Victoria's Secret has hit a limit; they can't possibly push for sexy anymore than they already have.

Are they feeling pressure from successful, subtle and actually feminine lingerie lines like Elle MacPherson, Stella McCartney and LaPerla? Or do they just want to revamp their image to appeal to a wider audience? Either way, that's a lot of re-branding to be undone.

Can such a well known brand completely overturn such an infamous image? We think success will require a break from the public eye. Guess we'll see.

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i always thought to be sexy was to be feminine. maybe they're gonna tone down the whole playfullness and focus more on being classy and sensual? Thats what made those runway shows so fun to watch, that and all the hot models. Would be interesting to she which direction their next show will go.

Hey I saw that article too. What I find weird is that when it comes down to the actual product its kind of every day wear.. Like t-shirt bras with cute prints. Am I missing somthing? They don't sell the amazing things they show on the catwalk its like the haute couture of knickers or at least not on the website.

Post by Jen

Hey I saw that article too. What I find weird is that when it comes down to the actual product its kind of every day wear.. Like t-shirt bras with cute prints. Am I missing somthing? They don't sell the amazing things they show on the catwalk its like the haute couture of knickers or at least not on the website.

I absolutely agree. But maybe not everyone knows that? because basically, all we see in the their fashion shows are mostly the lingerie - so everyone that watches it would make the connection that VS only promotes and sells the sexy stuff. Unfortunately, a lot of people I know - even some women, never even knew that VS had not only bras, underwear, sexy lingerie.. but they also had everyday normal t-shirts, trackies, pants, dresses etc., just like ones you'll see in other stores. Maybe it just seems to be too sexy because the models are 'too sexy'? Even though they're all thin and that, they're still curvy unlike the stick-thin models you'll usually see in other high fashion runways. Besides, that's what makes the VS fashion shows, its lively, energetic and a lot more entertaining to watch compared to the other runways.