Victoria’s Secret has made billions selling lingerie designed and marketed through the male gaze—a masculine lens that sexualizes and objectifies women. That “sex sells” marketing strategy may have worked in the past for millennials and Gen Xers, but if we know anything about Gen Z women, it’s that they loathe the male gaze.
As Gen Zers, most of whom are teenagers or in their early 20s, flock to brands that promote body positivity, inclusivity, and diversity—like Parade, Kim Kardashian’s Skims, and Rihanna’s Savage X Fenty—Victoria’s Secret is racing to shift its image to something more feminist and empowering. But its strong brand recognition, plus a company history of misogyny and sexual abuse, is holding it back.
