By Suzanne Kapner

Victoria's Secret wants to get sexier. Even its stock ticker is getting in on the act.

The company announced Thursday that it will soon start trading under a new ticker symbol: VSXY.

It is part of a push by Chief Executive Hillary Super to usher in what she calls "a new era of sexy" for the brand.

"VSXY is a marker of who we are today," said Super in a statement. "A company standing fully in our identity and committed to inspiring confidence, sparking joy and celebrating sexy in all its forms."

The company has been rolling out new products under its "Very Sexy" line, including double-push up bras with more padding to provide extra volume and lift.

But it isn't returning to its past image, which some people considered inappropriate and off-color by focusing too much on idealized images of beauty. Today's Victoria's Secret is more inclusive. It is also more comfortable. Super has said women don't have to forgo comfort to be sexy. Its FlexFactor bra has an underwire that is encased in fabric to make it more cushioned against the skin.

Victoria's Secret is hardly the first company to try to convey its brand image through its ticker symbol. Anheuser-Busch InBev trades under the ticker "BUD," a nod to its iconic Budweiser brand. Pet retailer Petco Health & Wellness trades under "WOOF." The amusement park chain Six Flags Entertainment uses "FUN," while arcade-restaurant operator Dave & Buster's Entertainment is "PLAY."

Victoria's Secret's current ticker is "VSCO," a nod to its full corporate designation: Victoria's Secret & Co. The company said it would begin trading under the new ticker symbol on the New York Stock Exchange on June 2.

In a letter posted on Victoria's Secret's website, Super said that feeling sexy matters to women. "But sexy is not a single look, a single moment, or a single definition," she said. "Sexy is a deeply personal feeling and every woman will have a different perspective on it."

"Sexy has always been part of our DNA," she continued. "What's changed is how intentionally we are owning it. Not by telling women what sexy should be, but by reflecting it back to them in a way that feels authentic, expansive and modern."

Write to Suzanne Kapner at suzanne.kapner@wsj.com

(END) Dow Jones Newswires

May 21, 2026 10:11 ET (14:11 GMT)

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