Dive Brief:

• As market leader Victoria's Secret regains its strength after years of declines, DTC lingerie retailer ThirdLove on Thursday unveiled "a new verbal identity, visual system, and art direction," including a new logo.

• In a press release that takes credit for today's empowerment theme in lingerie marketing and focuses on comfort, sexiness and fit, the brand said it's "trading a neutral color palette and monotone language for a new, modern logo, bold and bright colors, and powerful tone."

• ThirdLove has more than doubled its total style count since January, expanding its wireless bra, sleep and underwear assortment, the company also said.

Dive Insight:

Through open letters and statements to the press, ThirdLove Co-founder and CEO Heidi Zak in recent years made a name for herself, and the brand, with unabashed criticism of Victoria's Secret's sexualized, male-focused marketing.

That campaign appeared to unnerve the lingerie stalwart, leading its now-departed marketing chief to claim that Victoria's Secret was women's "first love," a phrase the brand went so far as to register as a trademark. Victoria's Secret, now going it alone without the L Brands stable, has at long last let go of its old marketing approach and replaced it with themes of empowerment — and even apologies.

With this campaign, ThirdLove, taking something of a victory lap, is now shifting its own emphasis somewhat. The focus is on its version of sexiness and, especially, comfort.

"When we first introduced ThirdLove, we had a goal of disrupting the industry norm and shifting the attention from skinny angels, feathers, and stilettos to real bodies, comfort and fit," Zak said in a statement. "We wanted to embrace women's version of what it means to be sexy — in their own words and own skin. After paving the way for many other brands to embrace this inclusive belief, we're taking the next step on our own journey to focus on how our bodies feel. In our world, uncomfortable is unacceptable! We want all women to have the feeling of confidence that comes with comfort, with things that make you feel good, starting with ThirdLove."

It's much too early for ThirdLove to declare victory in the market, however. Lingerie has become a crowded space, and Victoria's Secret, despite its losses, was never toppled from its perch. The company is presenting a fresh challenge, to upstart DTC companies including ThirdLove as well as rivals like American Eagle's Aerie, that could prove to be is as fierce as the brand ambassadors in its new VS Collective.