70% jump since the start of the year: the fashion giant that turned its runway shows into a sales machine

Victoria's Secret stock has surged nearly 70% since the start of the year, after the company brought back its annual fashion show and turned it into a sales machine. Kylie Jenner walked the runway in a $50 million Fantasy Bra. According to Morgan Stanley, the number of items available for purchase increased 17-fold, and their prices are 10% higher. First-quarter revenue rose 15% to $1.56 billion, and second-quarter revenue rose 10% to $1.61 billion.

Victoria's Secret stock has surged nearly 70% since the start of the year, after the company brought back its annual fashion show and turned it into a sales machine. Kylie Jenner walked the runway in a $50 million Fantasy Bra, designed by Jacob & Co. The move is part of a strategy by CEO Hillary Super, who took the role in September 2024, to return to the brand's roots while incorporating diversity. According to Morgan Stanley, the number of items showcased and available for purchase increased 17-fold compared to last year, and their prices are about 10% higher than regular prices. The company reported a 15% increase in first-quarter revenue to $1.56 billion, and 10% growth in the second quarter to $1.61 billion, with adjusted operating profit doubling to $124 million. However, the stock remains volatile and fell 14% after the second-quarter report, and the company faces competition from Kim Kardashian's Skims.