Megan Rapinoe Jul 30, 2023; Auckland, NZL; United States forward Megan Rapinoe (15) answers questions from journalists during a U.S. soccer press conference amid the 2023 FIFA Women’s World Cup. Mandatory Credit: Jenna Watson-USA TODAY Sports

Over the past several years, iconic American lingerie brand Victoria’s Secret has tried to revamp and overhaul its hyper-sexualized image by bringing in spokesmodels like soccer player Megan Rapinoe, but its seems like that plan has backfired and the company is ditching the campaign.

According to a recent report from CNN, Victoria’s Secret is now planning to bring back the sexiness to its products after their attempt to push against their hyper-sexualized image led to “favorable reviews from online critics” but it “never translated into sales.”

“There were some successes, including a campaign to launch the ‘new’ Victoria’s Secret featuring soccer player Megan Rapinoe, transgender model Valentina Sampaio and other spokesmodels, but favorable reviews from online critics never translated into sales: the brand is projecting revenue of $6.2 billion this fiscal year, down about 5% from the previous year and well below the $7.5 billion from 2020,” CNN wrote.

Back in 2021, Megan Rapinoe criticized the brand’s image, saying the that company’s messaging and marketing sent a “really harmful” message that was “patriarchal, sexist, viewing not just what it meant to be sexy but what the clothes were trying to accomplish through a male lens and through what men desired.”

But it seems the brand won’t be going forward with Rapinoe or their rebrand.

[Fox Business, CNN]