Societal beauty standards associate lingerie with women with perfect bodies – it is the image that appears when one thinks about the word “lingerie”. However in recent years, lingerie brands faced growing pressure to expand who they reach. This industry shift towards body positivity has made companies to become more inclusive overtime when it comes to promoting their lingerie – to transform the perspective of lingerie from objectifying to uplifting. In amidst of successful lingerie brands who have resorted to embrace these changes, Victoria’s Secret has rebranded themselves in the same regard through The Tour ‘23, but to no avail. This research would like to investigate as to why Victoria’s Secret is still receiving public backlash even after the brand has done corporate rebranding in promoting inclusivity and diversity, whilst other lingerie brands are being celebrated. Quantitative methodology using non-probability sampling is used by contacting Victoria’s Secret Instagram followers. Research results show that the corporate rebranding executed by Victoria’s Secret played a role in the attitudes of Victoria’s Secret consumers. This research’s implications can help companies; advising them on how to successfully craft a corporate advertising campaign, the importance of communicating a single, consistent, and identifiable image to maintain a consistent corporate image, and adjusting the degree of corporate rebranding that would like to be executed.

Corporate Image, Corporate Rebranding, Corporate Advertising, Consumer Attitude, Lingerie