Victoria’s Secret Recruits Familiar, Supermodel Faces for New ‘Icon’ Campaign

Victoria’s Secret, the renowned lingerie brand, is embarking on a journey to rekindle its legacy by reuniting iconic supermodels from its golden era in a striking new campaign. The campaign features an ensemble of classic faces, including Gisele Bündchen, Naomi Campbell, Adriana Lima, and Candice Swanepoel, who once graced the brand’s platform as Victoria’s Secret Angels.

Seeking to rejuvenate its image after undergoing years of turbulence and a rebranding endeavour, the lingerie powerhouse is enlisting the support of these renowned figures to introduce a fresh collection named “The Icon.” The collection includes a range of bras and underwear and is introduced with the promise of pioneering “lifting and shaping technology” in its new push-up demi bra, as detailed in the brand’s press release.

Gisele Bündchen, Adriana Lima, and Candice Swanepoel were prominent fixtures within the longstanding “Angels” branding, which Victoria’s Secret retired in 2021 as part of its rebranding strategy. These three models were integral in numerous campaigns and the iconic Victoria’s Secret Fashion Show, where they had the honour of wearing the coveted “Fantasy Bra” on multiple occasions. Following the “Angels,” Victoria’s Secret introduced a new campaign, the VS Collective, featuring ambassadors like soccer star Megan Rapinoe and actor Priyanka Chopra Jonas.

This triumphant return of the supermodels is joined by a constellation of fresh faces that include Adut Akech, Hailey Bieber, Paloma Elsesser, Sui He, and Emily Ratajkowski. These models have either previously graced the Victoria’s Secret Fashion Show runway or joined the ranks of the VS Collective.

The captivating campaign visuals, a blend of timeless black-and-white and vibrant colour portraits, were expertly captured by Swedish fashion photographer Mikael Jansson.

Beyond heralding the launch of “The Icon” collection, the campaign serves as a tantalizing hint at the revival of the fashion show that had been dormant for four years. Aptly named “The Tour,” this revamped runway event is set to debut in the upcoming fall season. Although details remain scarce, the brand is building anticipation by teasing a star-studded lineup and confirming the participation of some models featured in the current campaign.

Victoria’s Secret halted its famed fashion show in 2019 after a 24-year run, citing diminishing viewership and backlash over exclusionary comments made by Ed Razek, the former chief marketing officer of its parent company L Brands, regarding transgender models. Additionally, the brand confronted challenges to modernize its brand identity focused on sex appeal, as competitors like Rihanna’s Savage x Fenty entered the market with inclusive sizing and diverse representation.

Stuart Burgdoerfer, Chief Financial Officer of L Brands, voiced the importance of the Fashion Show in the company’s brand narrative: “It was a very important part of the brand building of this business and was an important aspect of the brand and a remarkable marketing achievement.” However, the brand is continually navigating its brand positioning in order to resonate better with customers.

While the Tour signifies an effort to infuse fresh vitality into the runway, Victoria’s Secret is not without its challenges. Earlier this year, CEO Amy Hauk resigned within a year of taking the helm, and a Hulu documentary released last year delved into the company’s past ties with the late disgraced financier Jeffrey Epstein, charged in 2019 with sex trafficking underage girls. As Victoria’s Secret navigates these waters, the Tour’s launch could symbolize both a return to glory and a step forward into an evolving landscape.