Washington, Sept 4 : American retailer of women's wear Victoria's Secret is all set to tone down its 'sexy image' to a more subtle style.
The lingerie label has for years displayed the world's hottest supermodels baring (almost) all in proactively named pieces like the "Fantasy Bra" and the "Very Sexy Bra", Fox News reported.
But the brand, which had recently come under fire of feminist and Christian groups such as puritypeople.com and americandecency.org, which have promoted boycotts against Victoria's Secret, has decided to make their image a little less steamy.
With the sales not up to the mark, CEO Sharen Turney had admitted earlier in the year that VS had become "too sexy" and had forgotten its ultra-feminine audience.
More about the change was revealed by a VS insider, who said that the professionals are altering their image to be less steamy and a little more appealing to those who actually wear the cotton coverings - females.
With the new collection of lingerie and loungewear, there will not be any bust-boosting taglines or uber-sexy snaps, instead it will be embodied by "boyish" clothes inspired by male outfits and "pretty pales" for the cute gal.
The change could not have come at a better time, as the top Victoria's Secret "Angels" are either getting married or giving birth.