These before-and-after photos show how much Victoria's Secret has changed

The style of the brand has changed dramatically since it was first invented by Ray Raymond in 1977.

Take a look at some of these archive photos to see just how it has changed:

Mallory Schlossberg contributed to an earlier version of this article.

Then: Victoria's Secret actually resembled a boudoir.

"Raymond imagined a Victorian boudoir, replete with dark wood, oriental rugs, and silk drapery. He chose the name 'Victoria' to evoke the propriety and respectability associated with the Victorian era; outwardly refined, Victoria's 'secrets' were hidden beneath. In 1977, with $80,000 of savings and loans from family, Raymond and his wife leased a space in a small shopping mall in Palo Alto, Calif., and Victoria's Secret was born," Naomi Barr wrote on Slate.

Now: The photos show women in more relatable surroundings.

Then: You would have been able to find this sort of image in a Victoria's Secret ad.

The overtly provocative nature of Raymond's Victoria's Secret was slightly altered when Les Wexner took the helm of the brand — but make no mistake, lingerie still abounded.

Now: In 2016 Victoria's Secret scaled back its apparel offering – today, you'll find silk slip dresses and lace bodysuits advertised as both apparel and lingerie.

Then: Don't forget the quintessential bathrobe.

Today: Bathrobes and kimonos are still sold by the brand but seem less luxurious.

Then: Victoria's Secret definitely relied on its Angels — even if the ads were a little cheesy.

Now: The angels are still a big part of the brand's image.

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Then: The focus was on femininity.

Now: A push into athleisure means that women's strength and health are a bigger part of the campaigns.

There's more of a focus on depicting "real" women in the ads to compete with brands such as Aerie, which promotes natural beauty and self-acceptance in its ad campaigns.

Then: In the past, a full-on body suit and a sexy position was all the brand needed.

Now: Victoria's Secret is constantly looking for new ways to provoke.

Then: The bras offered full coverage.

Now: The company is famous for its T-shirt bra, but the retailer frequently shows off lacier undergarments in its imagery.

Then: The company's catalog was critical.

Now: In 2016 the company axed its catalog, which cost roughly $150 million to produce 300 million copies. Today, Instagram and Facebook serve as the company's main source of imagery.

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Then: Here's a photo from a 2001 Fashion Show.

Now: Every year, the company has to impress audiences with outrageous costumes.

Then: The leggy models showed off a particular depiction of sexiness.

Then: Models were more modestly dressed.

Now: They are usually dressed in skimpy clothing.

Then: Victoria's Secret has always walked a fine line of sexiness — sure, it titillates men, but it still has to get women to buy lingerie.

Now: This is still true today.

These before-and-after photos show how much Victoria's Secret has changed

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