High-end lingerie brand Victoria's Secret attempted a branding pivot in 2018 by embracing the "body positivity" movement and featuring diverse models. However, this move backfired as customers perceived it as an opportunistic attempt to be politically correct. As a result, Victoria's Secret's revenue projection for 2023 has decreased to $6.2 billion from $7.5 billion in 2020. To rectify this, the company has returned to its roots of promoting "sexiness" and is now emphasizing that "sexiness can be inclusive.