In a new campaign, Victoria’s Secret is bringing together some of the most iconic supermodels from its heyday. including Gisele Bündchen, Naomi Campbell, Adriana Lima, and Candice Swanepoel.
The lingerie company has enlisted several of its well-known faces, formerly known as Victoria’s Secret Angels, to help launch a new bra and underwear collection dubbed The Icon in an effort to get back on track after several trying years and a rebranding attempt.
The corporation discontinued the long-running “Angels” brand in 2021 as part of their redesign, which included Bündchen, Lima, and Swanepoel. (All three performed for years as “Angels” in commercials and the renowned Victoria’s Secret Fashion Show; they also occasionally donned the show’s iconic “Fantasy Bra”). The VS Collective, which included celebrity agents like soccer player Megan Rapinoe and actor Priyanka Chopra Jonas, later developed ads with ambassadors.
The new “Icon” commercial features the returning supermodels together with Adut Akech, Hailey Bieber, Paloma Elsesser, Sui He, and Emily Ratajkowski, all of whom have either previously appeared in the Victoria’s Secret Fashion Show or joined the VS Collective.
Mikael Jansson, a Swedish fashion photographer Victoria’s Secret, created a blend of traditional black-and-white and color portraiture for the campaign photos.
In a new push-up demi bra, the new line offers lifting and shaping technology that is exclusive to it, according to its press release. It also acts as a tease for the fashion show’s comeback following a four-year sabbatical. Although there are few details at this time, The Tour, a revamped runway event, will debut this autumn. The company is teasing a star-studded lineup and promises that some of the models in this new campaign will walk the show.
After 24 years, Victoria’s Secret canceled the fashion show in 2019 due to record low viewership and anger to Ed Razek’s remarks about the exclusion of trans models made while serving as chief marketing officer of L Brands, the company that owns Victoria’s Secret.As other lingerie brands entered the market, including Rihanna’s Savage x Fenty, offering inclusive size and varied runway representation, it also seemed to struggle with upgrading its sexy-above-all brand persona.