Victoria’s Secret, the very popular American chain lingerie store, has been deemed “too sexy” by its top executive. Sharen Turney said on February 28 in a call with industry analysts, “We’ve so much gotten off our heritage … too sexy, and we use the word sexy a lot and really have forgotten the ultra feminine.”Victoria’s Secret was started with the idea that “Victoria” was manor-born and lived in London, so “I feel so strongly about us getting back to our heritage and really thinking in terms of ultra feminine and not just the word ‘sexy,’ and becoming much more relevant to our customer,” Turney said.

So what about the Pink! line? The bright, young prints and colors aren’t exactly reminiscent of someone living on a London manor. Turney said that the brand wants to start turning back towards a level of sophistication, by “reinventing the sleepwear business” and focusing on product quality. “Our assortment will return to an ultra feminine lingerie brand to meet her needs and expectation.”

What do you think?