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

Victoria's Secret has been around for decades and much of its success is down to the company's successful marketing strategy and its infamous "Angels."

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. 

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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.