So, what kind of branding pivot did VS attempt that didn’t go down well? Well, in 2018, the company junked its sexy catwalk shows to get on board of the post-#MeToo ‘body positivity’ climate including plus-size, transgender and differently abled models to send out an ‘inner beauty’ message. Noble, sure. Well-meant, maybe. But that was like a cigarette company trying to be seen as an anti-pollution warrior. Now, VS’ revenue projection for 2023 is down to $6.2 billion, from the realised revenue of $7.5 billion in 2020. Before the slide became an avalanche, the company has turned back to being an ambassador of ‘sexiness’ – and, er, ‘outer beauty’. The solution? ‘Sexiness can be inclusive’ rather than the other way around.