This past week, news spread quickly in a Buzzfeed news article that Victoria’s Secret would no longer be making its popular swimwear line and would be phasing out the category by the end of the year. While the original press release from parent company L. Brands does not explicitly state this, other sources report that the brand will also be expanding their athletic wear line, transitioning away from their iconic catalogs, and reshaping the company into three categories: Pink, Victoria Secret Beauty, and Victoria Secret Lingerie.

The news came as a shock to some, given the iconic label’s notoriety for all things sexy and provocative in the undergarment department. News of the brand’s restructuring follows roughly two months after their former CEO, Sharen Jester Turney, announced she would be stepping down from her decade-long held position. But something about these changes seems to be attributed to much more than merely business related.

According to Forbes, the brand rakes in over $7.2 billion a year in sales and about $500 million (6.5 percent) of that is in swimwear sales. Not to mention that the label recently started producing swimsuit specials that aired on CBS (the same station that hosts their highly anticipated annual fashion show) in 2015 and 2016. With summer nearing, it seemed the brand was doing well—or at least certain in its latest season of swimsuits.

So why the sudden and drastic change?

One speculation could lie in society’s recent push and affirmation of body positive messages and changing attitudes toward beauty standards.

Victoria’s Secret models have long often portrayed the coveted supermodel body. Amazonian height, gorgeous bombshell tresses, and a killer fit body to die for, VS promotes a rare body type. The brand’s swimwear line only added to their models’ siren-esque images.

However, many women do not possess this body type. It could even be argued that many of the models themselves barely possess these bodies. Victoria’s Secret is no stranger to controversy. In 2014, their “Perfect Body” campaign sparked outrage and was challenged. In 2015, a Photoshop scandal placed them under scrutiny, and in 2016, former angel Erin Heatherton opened up about her struggles with body image that she faced while contracted under the brand.

Today's society has been adopting more body positive messages and more advertising campaigns promote these message. Just watch any of Dove’s numerous commercials or check out any Photoshop free ad from Aerie’s Real Campaign. Even Sports Illustrated turned heads when they chose three different models, with three different body types to grace their esteemed Swimsuit Edition. The relevance of body positive messages is stronger than ever today, and it’s become important that brands, including Victoria’s Secret, reinforce this.

The punchline has always asked, “So what is Victoria’s big secret?” In my opinion, the secret lies in the brand’s ability to instill confidence in its wearer. Victoria’s secret isn’t padding, it isn’t strategically placed pink lace or ruby red satin. The secret lies its confidence-boosting potential. However, instead of creating exclusivity and elitism with its body and beauty standards, VS needs to continue to make every woman feel like she can be privy to such a “secret.” Until this message is reaffirmed, it's likely women will begin to shop elsewhere, making some speculate that perhaps a brand overhaul did not so suddenly appear on the horizon. Restructuring could prove to be a smart decision for the brand.

Armed with all of this knowledge, I am not suggesting that women burn their Pink bras or give up on this brand just yet. I continue to be a Victoria’s Secret fan, because I recognize that despite their controversy and shortcomings, the brand has still managed to create the notion of a confident, sexual woman. The line’s success and focus should not be based on the admiration of its models’ body type or its unattainable beauty standards. While it is possible that brand restructuring is not solely based on society’s changing beauty standards, it is still an important factor to consider. Only time will tell if the brand will be able to accommodate and reshape to society’s more body positive values, or if they even should.

Victoria’s Secret news in the months to come should prove to be interesting, and I plan to sit back confidently in my glittery angel wing hoodie as these developments unfold.