Victoria’s Secret is turning to experienced leadership from the fashion industry as it seeks to reverse its declining fortunes. The company has appointed Hillary Super, the former CEO of Rihanna’s Savage X Fenty, as its new chief executive. Super’s appointment marks the third leadership change in four years for the lingerie giant, which has struggled with challenges such as diminishing customer interest, fierce competition from emerging brands, and allegations of workplace misconduct.

Super, who brings nearly thirty years of retail experience to the role, previously served as the CEO of Anthropologie and has been recognized for her strong merchandising acumen. Her arrival sparked a notable 15% uptick in the company’s stock prices during premarket trading, a promising signal for investors. This confidence is crucial, as Victoria’s Secret’s shares have plummeted by over 28% this year alone.

The company is adapting its strategy to include updating its store aesthetics, diversifying product offerings, and reintroducing elements of its traditional branding—under the idea that “sexiness can be inclusive.” As Victoria’s Secret tries to reclaim its market share amid a challenging landscape, Super’s leadership is pivotal. This transition is a crucial step for Victoria’s Secret, underscoring its commitment to revitalizing the brand and reconnecting with consumers. As they move forward, the focus will be on combining innovative strategies with a profound understanding of market dynamics.