A song has challenged Victoria’s Secret in a way I haven’t seen since “United Breaks Guitars.” Already struggling because of changing customer preferences, a Hulu documentary, and leadership ties to Jeffrey Epstein, the brand responded to try to repair its reputation.

Jax wrote the song for the girl she babysits, and now it’s 50 on Billboard’s Hot 100 songs. Viewed more than 30 million times, “Victoria’s Secret” speaks to young people about unrealistic body images. Jax demonstrates vulnerability by talking about her own struggles, including how she “stopped eating.” She wrote lyrics the company couldn’t ignore: “I know Victoria's secret / And girl, you wouldn't believe / She's an old man who lives in Ohio / Making money off of girls like me.”

The company responded with two statements. The first, an Instagram post, is a clever handwritten note from the CEO, complimenting the song and promising to do better. The second, below, is a spokesperson’s statement, which illustrates a classic crisis communication strategy: distancing yourself from the issue. Referring to the past, the writer remind us how far Victoria’s Secret has come. In my view, the company demonstrates some accountability but could offer more compassion.

For her part, Jax demonstrates integrity in her video response. She focuses on her intent, which wasn’t to “take down a brand,” and she invites others to share their stories.

We’ll see how Victoria’s Secret fares in the end. Some believe the brand hasn’t changed enough or took too long to be more inclusive of different body types. Regardless, the situation and response are good crisis communication and character examples.

At Victoria's Secret, we make no excuses for the past. We know the old VS lost touch with many people, projected a damaging standard of beauty, and perpetuated a toxic culture.

Today, we are proud to be a different company, with a new leadership team and mission to welcome, celebrate, and champion all women. We have made much progress, but recognize this transformation is a journey, and our work continues to become the Victoria’s Secret our customers and associates deserve — where everyone feels seen, respected, and valued.

We’re always open to engage with those looking to share feedback as we continue our transformation.