Very Sexy is back on the runway – why is this such a big deal?

On October 15, 2025, the broadcast of the Victoria’s Secret Very Sexy comeback was watched by over 12.8 million viewers worldwide.

Do you remember the first time you saw Very Sexy? I do. It was more than just lingerie—it was a symbol of confidence, worn under every outfit. And now, that symbol is making a spectacular return.

Honestly, I didn’t expect the revival of a single lingerie line to cause such a stir. But when Victoria’s Secret announced the comeback of Very Sexy after several years, the internet literally exploded. The hashtag #VerySexyIsBack gathered over 2.3 million mentions within 48 hours.

photo: vspressroom.com

When will “Very Sexy” ignite the imagination again?

This year’s show was completely different from what we remember from years past. I watched it live via streaming and… well, it’s hard to put into words. The brand clearly listened to criticism and changed its approach. More diversity, a different pace, a new energy.

Interestingly, Polish women immediately responded to the return of Very Sexy. Hundreds of posts with archival photos in this lingerie appeared on social media. Nostalgia? Maybe. But it’s more likely a longing for a certain way of expressing femininity that has somehow been lost.

Why is this line coming back now? I don’t think it’s a coincidence. Women today need something that makes them feel strong and confident. But is Very Sexy 2025 still the same brand we used to love?

In this article, I’ll take a closer look at three key aspects of this comeback:

1. The evolution of the Very Sexy line itself – how it has changed over the years and what its revival means
2. New lingerie technologies that the brand is introducing with its comeback
3. The impact on Polish women and how we perceive this comeback in our market

Before I look to the future, let’s go back to the beginning…

From Debut to Crisis – The Evolution of Very Sexy

I remember seeing the Very Sexy commercial on TV for the first time back in 2001. That lingerie looked like something from another planet—so sexy and confident. Who would have thought that twenty years later we’d witness such dramatic changes?

The story of Very Sexy is really a lesson in how you can build an empire—and just as quickly lose it. Or at least seriously damage it.

The beginnings were truly promising. The Very Sexy Push-Up Bra became more than just a bra—it was a statement of confidence. Women bought it not just for their partners, but above all for themselves. I felt it myself, wearing this lingerie.

The years 2005-2016 were a real explosion. The brand expanded into fragrances —Very Sexy Now smelled like a promise of adventure. Then came swimwear. I remember that $39 bikini promotion in 2016 —the stores were literally packed. That was the moment when Very Sexy reached its widest audience of women.

But something started to go wrong around 2018. Maybe the world changed, maybe women started to expect more than just sex appeal? Halting the shows in 2019 felt like admitting defeat. Victoria’s Secret tried to make up for it with a pivot toward inclusivity, but somehow it just didn’t work. Sales dropped, and the brand lost its signature edge.

Very Sexy, once a cult symbol, became… well, ordinary. Watered down. As if someone took a bold color and added too much water.

After years of experimentation, the moment for technical innovation finally arrived…

photo: anneofcarversville.com

Technology and glamour – what’s new in the 2025 collection

CEO Hillary Super talks about a “new era of sexy,” but honestly, it sounds like just another marketing slogan. It wasn’t until I saw the details of the Very Sexy 2025 collection that I understood what she meant.

Infinity Edge technology isn’t just a name—it truly changes the way a bra fits your body. The four levels of push-up work differently than before. There’s no more “too little or too much” effect. You can adjust the level of enhancement to suit the occasion. One setting for work in the morning, another for a date at night. Comfort? Much better, since there are no stiff pads shifting around.

Bare Infinity Flex adaptive cups—the name sounds complicated, but the idea is simple. The material adapts to the shape of your breasts, not the other way around. Side-smoothing technology smooths the sides without squeezing. I won’t pretend it’s revolutionary, but the difference is noticeable.

💡 Pro tip: When you try it on for the first time, set the push-up to the lowest level. Only then increase it—it’s easier to judge the comfort that way.

Design is a story of its own. Shine straps look striking, but are they practical? On the runway, Irina Shayk looked absolutely stunning in the emerald green set. Those sparkling straps and the mix of lace with studs—very glamorous, very 2025. The catch is, details like these require the right styling.

Lace & studs is a combination that might seem risky. In practice, it works, but you have to be careful when washing. The care instructions are precise—definitely worth reading.

Prices start at $52.50 for the basic model, but versions with full detailing are much more expensive. This is an investment, not an impulse buy.

I tested several pieces from the collection and I have to admit—the technology really does improve comfort. Is it a breakthrough? Maybe not, but it’s definitely a step in the right direction.

Now that we know the details, let’s see what they mean for Polish women and how they might change our approach to lingerie…

photo: anneofcarversville.com

Impact on the market and Polish women – economy, culture, emotions

Data from GUS shows that the premium lingerie market in Poland grew by 23% in 2025. That’s a lot, but I can’t say I’m surprised. When Victoria’s Secret officially returned to pl.victoriassecret.com, something shifted.

I remember a colleague at work showing me her order. “Finally, I don’t have to ask my cousin in America anymore,” she said, unpacking the pink box. The prices? A Very Sexy bra costs about 280 PLN (65 USD), so it’s not an everyday purchase. But delivery works smoothly—it arrives within a week.

Social media exploded with comments. On the Gazeta.pl forum, I read: “I bought Very Sexy for the first time and I feel like a different person. It’s not just lingerie, it’s confidence in a box.” Another user adds: “My husband says I’ve changed since I started wearing VS. I just feel better in my own skin.”

Instagram is full of photos with the hashtag #VerySexyPoland. Young women show off their purchases, while older ones write about a “return to femininity.” It’s an interesting phenomenon—lingerie has become a topic for coffee conversations.

photo: vspressroom.com

According to Euromonitor, the average Polish woman now spends 340 PLN a year on premium lingerie. Last year, it was 210 PLN. That’s a striking difference.

What does this mean for you? If you’ve been considering a purchase, now’s a good time. The market is growing, so competition will increase. Victoria’s Secret has to maintain quality and availability.

I’m also noticing changes in brick-and-mortar stores. Customers are asking more often for “something similar to Very Sexy.” Sales assistants are learning new names, comparing styles. The market is becoming more professional.

Economically, it makes sense. Polish women have more to spend on themselves than five years ago. Culturally, we’re changing too—we talk openly about what we wear under our clothes. It’s no longer a taboo subject.

If you want to take advantage of this trend, remember your budget. Very Sexy is an investment, not an impulse buy. Check your size on the website—returns are possible, but they take time.

photo: vspressroom.com

Your moves – how to embrace the new era of sex appeal

I can already see how it all comes together. The new era of sex appeal in lingerie is a blend of inclusivity, comfort, and conscious choice. Consumers have finally received what they’ve wanted for years—the freedom to be themselves without compromise.

For you

Start with measuring yourself—seriously, most of us have been wearing the wrong size since high school. It’s best to do this in the evening, when your body is in its natural state. Don’t be shy about asking for help in the store.

Hunt for end-of-season sales, but shop with the future in mind. A good bra is an investment, but it will last through two years of regular wear. I always buy one high-quality piece instead of three cheap ones—it works every time.

photo: vspressroom.com

Try out new brands online, but always check the return policy. Some e-shops offer 100 days for exchanges, others only 14. That makes a difference, especially when you’re ordering a new style.

For the industry

Merchandising now needs to be more educational. Customers want to know why this model is better, not just how it looks. Size charts, fabric descriptions, photos of real women—these are essential.

Omnichannel isn’t just a buzzword, it’s a necessity. A girl tries something on in-store, orders other colors online, picks up at a collection point. If you don’t offer this, you’re losing to the competition.

Influencers need to be authentic, not perfect. Collaborate with women who genuinely wear your lingerie every day. Their opinions matter more than thousands of retouched photos.

Experts at Business of Fashion predict that by 2026-12-31 “inclusive sexy” will be the standard, not a trend. Brands that don’t adapt now will face problems in a year.

This isn’t a revolution that’s coming—it’s already here. The question is: are you ready to respond, or will you just watch from the sidelines?

Can you really afford to wait?

Nadia

fashion editor

Luxury Blog