Victoria’s Secret
Victoria’s Secret was founded in 1977 by Roy Raymond, who wanted to create a lingerie store that felt more inviting for men to shop in. Frustrated by the unappealing department store options, he opened the first Victoria’s Secret in Palo Alto, California, designing it to have a more refined, European-inspired aesthetic. The brand quickly expanded, but by 1982, Raymond sold it to Leslie Wexner, the founder of L Brands, for $1 million.
Under Wexner’s leadership, Victoria’s Secret transformed into the powerhouse it became in the ’90s and 2000s. The brand redefined lingerie marketing, emphasizing glamour, exclusivity, and hyper-feminine aesthetics. The Victoria’s Secret Fashion Show, launched in 1995, turned their models — dubbed “Angels” — into global superstars. Their campaigns set unrealistic beauty standards, promoting a thin, airbrushed ideal that eventually sparked backlash.
By the late 2010s, public perception began shifting. Criticism over lack of inclusivity, outdated marketing, and controversial comments from executives led to a sharp decline in sales and relevance. In 2019, the company canceled its annual fashion show, and by 2021, it attempted a full rebrand, moving away from its “Angel” image and embracing a more diverse range of models.
Though still a major name in lingerie, Victoria’s Secret remains in a period of reinvention, trying to reclaim its place in a rapidly evolving fashion industry.
The Controversy of Victoria’s Secret
The Astrology of Victoria’s Secret is extremely on point. This is Victoria’s Secret’s chart above, and wow — that Taurus stellium is wild. We’ve got an exalted Moon in Taurus, a Chiron x Mars conjunction, and Venus sitting right in the middle in her domicile. One of the biggest things Victoria’s Secret was known for? Their models. These women were seen as the pinnacle of beauty, with bodies that felt completely unattainable to the general public. That Taurus stellium — especially with Venus, Mars, and Chiron — fed directly into this. Venus rules models, fashion, and consumerism. Chiron represents deep insecurity and wounds. Mars is obsessive, relentless, and driven. Taurus is fixed, steady, and persistent.
Together, this created a brand that built its success on its audience’s insecurities. People bought Victoria’s Secret products in an attempt to emulate the models, even if that ideal was impossible to reach. And look at Mars and Chiron — both at 4°. This company quite literally exploded in popularity because it relentlessly fed on consumer insecurity. It also makes me wonder about the brand’s “birth” time. If this Taurus stellium were placed in the 11th house, that would make Victoria’s Secret a Cancer rising. And that tracks. Cancer is ruled by the Moon, and here, we have an exalted Taurus Moon conjunct Venus — perfect for a fashion brand selling lingerie, something meant to be worn in private (which the Moon rules).
But there’s more. Victoria’s Secret has a Jupiter in Gemini at 14°, in detriment, conjunct the Gemini Sun with a 6° orb. Fun fact — Jupiter rules fat. When a planet is in detriment, it struggles to function properly. Sometimes it has the opposite effect, or the struggles associated with its placement become major themes. What was one of Victoria’s Secret’s biggest criticisms? How shockingly thin their models were. This is reinforced by Jupiter’s opposition to Neptune in Sagittarius — an ideal that feels completely unattainable.
Then we get to 2018, when Jupiter was in Scorpio. This was when Ed Razek, the chief marketing officer of Victoria’s Secret’s parent company, made controversial remarks in Vogue about plus-sized models not being included in the Victoria’s Secret Fashion Show. The backlash was immediate, and the brand came under fire for being out of touch. But the real turning point? Jupiter’s shift into Sagittarius in 2019. Sagittarius is Jupiter’s domicile, and Jupiter expands whatever it touches. Sagittarius is also associated with curves and a more inclusive, progressive mindset. The public was not having it — Victoria’s Secret’s refusal to adapt was no longer acceptable. And what happened? In August 2019, Victoria’s Secret finally added plus-sized models. And guess where Jupiter was? At 14° Sagittarius, right on top of the company’s Sagittarius Neptune, directly opposing their Gemini Jupiter. Remember how everyone said it was too little, too late? Like they were only doing it to save face? That’s Neptune — illusion, disingenuous behavior, something that doesn’t feel authentic.
Jupiter in Gemini
The first Jupiter return from July 21, 1988 – March 10, 1989 was a pivotal time for Victoria’s Secret as it marks the brand’s earlier years, just as it was beginning its rise to prominence. Victoria’s Secret, founded in 1977 by Roy Raymond, had struggled initially, but by the late 1980s, it started to gain traction.
Key developments during this Jupiter return:
• Expansion and Growth: In 1988, the company was still in the process of establishing itself as a leading lingerie retailer. By the late ‘80s, the company had just begun expanding beyond its original stores in California, with new locations opening across the U.S. The Jupiter return likely marked a time of expansion, as Jupiter’s energy encourages growth, expansion, and reaching new heights. This would have been when the foundation for the brand’s later success was being laid.
• Shift in Marketing Strategy: One of the key changes during this time was the hiring of Les Wexner of L Brands (then called The Limited, Inc.), who took over Victoria’s Secret in the late ’80s and played a significant role in reshaping the brand. Wexner shifted the brand’s marketing focus to a more glamorous and aspirational image, which helped elevate it to the next level. This period saw Victoria’s Secret begin to embrace its identity as a luxury brand catering to women who desired to feel glamorous and sophisticated.
• Early Branding Success: This period laid the groundwork for the company’s iconic catalog, which became one of the most successful marketing tools in retail history. The use of alluring imagery, a focus on sensuality, and an emphasis on a certain type of femininity started taking shape during this time. The brand began creating its image as not just a lingerie store but as an aspirational lifestyle brand.
Jupiter’s Influence:
With Jupiter’s return, this was the beginning of a phase where Victoria’s Secret began to grow exponentially. The expansive energy of Jupiter would have supported the brand in its early efforts to expand its customer base, reach new markets, and refine its image. It marked the start of a significant period of growth and visibility, which would continue through the ’90s and into the 2000s.
In essence, this Jupiter return set the stage for the early years of success and the rebranding that would eventually propel Victoria’s Secret into the cultural spotlight. It allowed the company to lay the foundation for the massive expansion that would occur in the 1990s and early 2000s, when it would become one of the most recognizable fashion brands in the world.
The Following Returns
Looking at Victoria’s Secret’s following Jupiter returns, these periods represent important phases of expansion, transformation, and reinvention for the brand.
Jupiter Return: June 30, 2000 - July 12, 2001
This was a peak period for the brand, during which Victoria’s Secret was at its absolute height of cultural dominance. The late ‘90s and early 2000s were a golden era for the brand. The company expanded significantly with the international success of its catalog, the growing influence of the Victoria’s Secret Fashion Show (which began airing on television), and the rise of the supermodel “Angels.” The brand’s marketing tactics were impeccable, and Jupiter’s return brought immense growth and visibility. This period also marked the brand’s entry into a wider range of product categories like fragrances and more, solidifying its image as a dominant force in the lingerie and fashion space. Jupiter, as the planet of expansion and growth, was right on time for this expansive phase.
Jupiter Return: June 11, 2012 - June 25, 2013
By 2012, Victoria’s Secret was facing challenges, but was becoming more and more popular amongst the youth, especially with its sister brand PINK (which launched in August of 2002, during Jupiter in Leo). The fashion industry was shifting towards more inclusivity and diversity, and the brand was criticized for not adapting. Despite these challenges, Jupiter’s return in 2012-2013 still marked a period of some expansion — though more internally focused. This era saw the brand continuing to dominate the lingerie market, but also beginning to face increased competition and pushback for its narrow beauty standards. The 2012-2013 return would have been a period of internal growth, possibly restructuring, and working to maintain its stronghold in an evolving marketplace. At the same time, the public began questioning its exclusivity and lack of representation in a more progressive social climate, foreshadowing the struggles ahead.
Jupiter Return: May 25, 2024 - June 9, 2025
Looking ahead, as I predicted, this Jupiter return marked a time when the brand experienced a significant reinvention. Jupiter’s return brings a chance for rebirth, especially after the critical challenges faced in the past decade. With the broader cultural push toward body positivity, inclusivity, and a new vision of beauty, this return served as a time of rejuvenation for the brand, especially with the comeback of the Victoria’s Secret Fashion Show. It was a moment for Victoria’s Secret to redefine itself, expand into new product lines and marketing strategies that embrace diversity and inclusivity, and regain its relevance in the marketplace. This return marked a shift in how the public perceives the brand — transforming it into something more aligned with current societal values, which might help recapture its appeal and fanbase. It could also signal a realignment with the changing landscape of fashion and consumer needs.
In short, Victoria’s Secret’s past Jupiter returns marked periods of growth and peak cultural influence, but the current return represents an important opportunity for reinvention, aligning with societal shifts towards inclusivity and authenticity. It will be interesting to see if they can keep leveraging Jupiter’s expansive energy to transform into a more modern and relevant brand again. With Jupiter having such a dominant influence on the brand, I am curious about the Ascendant of the brand potentially being Pisces or Sagittarius.
It’s Venus, Darling
Victoria’s Secret has a strong Venus influence, which is central to its identity as a brand that embodies beauty, luxury, sensuality, and desire. Venus rules over love, attraction, beauty, and material wealth, and is also associated with fashion, luxury items, and how people experience pleasure. This dominant Venus influence is not just symbolic — it’s woven into the very fabric of Victoria’s Secret, from its marketing to its product design.
Venus in Taurus:
Victoria’s Secret has a Venus in Taurus connection, as we discussed earlier. Taurus is ruled by Venus, which gives the brand a particularly strong connection to the planet’s themes. Taurus is associated with physical beauty, comfort, luxury, and indulgence — perfect for a lingerie and intimate apparel brand. Venus in Taurus is also linked to stability, sensuality, and the enjoyment of life’s pleasures, all of which are key components of the Victoria’s Secret brand.
This placement contributes to the brand’s emphasis on luxury and indulgence. It’s not just about selling lingerie — it’s about creating a feeling of opulence, self care, and indulgence. The designs, the catalog, and even the Victoria’s Secret Fashion Show all emphasize an atmosphere of sensual pleasure and elegance that aligns with Taurus’ appreciation for the finer things in life. This alignment with Venus in Taurus ensures the brand has the allure of beauty and pleasure at its core, resonating deeply with consumers who are drawn to luxury, sensuality, and the feeling of being pampered.
Taurus Stellium (Exalted Moon, Chiron, Venus, Mars):
Taurus, ruled by Venus, is a sign deeply connected to beauty, luxury, sensuality, and stability. Victoria’s Secret’s Taurus stellium (with Venus right at the heart of it) reflects the brand’s core focus on sensual indulgence and luxury products. The combination of these placements shapes the brand’s aesthetic and how it’s perceived by consumers.
• Exalted Moon in Taurus: The Moon in Taurus is in its exalted position, meaning it’s powerful and comfortable here. The Moon rules over emotions, and in Taurus, it seeks security, comfort, and the enjoyment of life’s pleasures. This placement enhances the brand’s ability to tap into emotional comfort and indulgence — perfect for a lingerie company that wants customers to feel pampered, beautiful, and emotionally connected to their purchases. The exalted Moon likely plays into the brand’s focus on luxury, sensuality, and elegance in both its products and marketing.
• Venus in Taurus: Again, with Venus in Taurus (the sign it rules), Victoria’s Secret is strongly connected to beauty, attraction, and indulgence. Venus in Taurus is about material luxury and an appreciation for high quality, tactile experiences. This placement gives the brand its sense of opulence and focus on quality in every aspect of its offerings — from the fabrics to the marketing imagery. This is why the brand exudes such a luxurious and aspirational vibe. Venus in Taurus also ties directly to the idea of attraction and beauty, which is why the models and imagery have always been central to the brand’s identity.
• Chiron and Mars in Taurus: Chiron represents wounds, and in Taurus, it might suggest feelings of inadequacy or lack of self worth, particularly around physical appearance or material success. With Chiron conjunct Mars, there’s an energetic push to take action around healing these insecurities. For the brand, this could translate into using advertising, the models, and the overall aesthetic to represent an idealized image of beauty and luxury, which could inadvertently create insecurities within its audience. The tension between Chiron’s vulnerability and Mars’ assertiveness is part of what drives the brand’s ability to push beauty standards — yet this same energy may be part of what has led to backlash over the years, especially as criticism around body image and inclusivity has grown.
Venus and the Models:
The emphasis on beautiful, unattainable models is another direct reflection of Venus’ energy. Venus governs what people find attractive, so the brand’s use of models who are seen as the epitome of beauty (in the mainstream sense) fits perfectly with Venusian themes. These models, often styled in a glamorous and highly sensual way, are an extension of Venus’ desire for beauty and perfection.
Venus and Consumerism:
Victoria’s Secret also heavily ties its marketing to material wealth, another key Venusian theme. The brand capitalizes on people’s desire for status, beauty, and sensuality — driving purchases that feed into these desires. Venus rules over both luxury goods and pleasure, and Victoria’s Secret has made a fortune by tapping into these areas. The brand’s association with expensive lingerie, fragrances, and the luxurious “Angel” image creates a fantasy of pleasure, indulgence, and self care that many consumers are drawn to.
Pluto in Libra and North Node in Libra:
Libra is another Venus ruled sign, which deepens the brand’s connection to beauty and attraction. The Pluto in Libra and North Node in Libra placements suggest that the brand’s identity and evolution are tied to relationships, aesthetics, and societal trends.
• Pluto in Libra: Pluto in Libra represents deep transformations in the areas of relationships, beauty standards, and social dynamics. With Pluto here, there’s a tendency for the brand to be connected to changing standards of attraction and beauty. Pluto pushes for regeneration, and in Libra, it could point to how Victoria’s Secret has experienced dramatic shifts over time. Whether it’s the marketing strategies, the models they choose, or how they navigate their place in society, Pluto in Libra suggests the brand is deeply intertwined with the cultural currents of beauty, relationships, and societal values, constantly evolving in response to these changes.
• North Node in Libra: The North Node in Libra suggests that the brand’s future path is tied to building relationships, creating harmony, and reflecting collective beauty standards. It’s interesting that the brand was created as a space for men to feel comfortable buying their lady lingerie. Libra’s energy is about balance, fairness, and aesthetic, and as the North Node pushes the brand forward, it will continue to be drawn to representing beauty in ways that align with societal values of the time. For Victoria’s Secret, this placement points to the importance of creating relationships and understanding what the public values in beauty, diversity, and inclusivity. Libra focuses on partnerships and social connections, so these themes will continue to play a central role in the brand’s identity and evolution.
Venus Influence: The Big Picture
The dominance of Venus in Taurus and Libra makes beauty, attraction, women, and luxury central to the brand’s identity. The Taurus stellium brings a heavy focus on sensuality, indulgence, and material luxury, which has always been part of the Victoria’s Secret allure. The Pluto and North Node in Libra further emphasize the brand’s evolution as it adapts to changing beauty standards, societal expectations, and its role in the broader cultural narrative.
At the same time, these Venusian placements reflect the tension between luxury and accessibility, beauty and inclusivity. Venus, while embodying attraction and desire, also brings to the forefront the need to balance ideals of perfection with real world diversity. The backlash Victoria’s Secret faced over its lack of inclusivity and diversity reflects how Venus in Libra (which rules over fairness and relationships) can bring the need for balance into the spotlight. As Pluto transforms societal expectations, the North Node encourages the brand to move toward an evolving and more inclusive ideal of beauty.
In summary, Victoria’s Secret’s dominant Venus influence is evident in its focus on beauty, sensuality, luxury, and desire. Its products, marketing, and image all align with Venusian qualities, but for the brand to thrive in the future, it will need to expand this energy to embrace a broader, more inclusive view of beauty and attraction. Venus is the planet of pleasure and attraction, and as societal standards evolve, Victoria’s Secret has the opportunity to adapt to keep its Venusian charm alive while broadening its appeal.
Written with a deep love for Victoria’s Secret Vintage Slip Dresses
S.S