Victoria’s Secret Files New Trademark as It Seeks Brand Revival
Sep/22/2025
On September 9, Victoria’s Secret submitted a trademark application in the United States for a stylized wings design, covering a sweeping range of goods from lingerie and sleepwear to outerwear and fashion accessories, as well as retail and promotional services. The filing underscores the company’s attempt to reinvigorate its iconic branding at a time of transition. Once synonymous with its "Angels" and high-gloss runway shows, the lingerie giant is now under the leadership of Hillary Super, who is seeking to redefine the brand’s identity with a more modern interpretation of glamour. By anchoring its portfolio with a symbol deeply tied to its heritage, Victoria’s Secret signals its intent to reclaim cultural relevance and differentiate itself from disruptive newcomers such as Skims and ThirdLove.
