Victoria’s Secret has launched a new campaign featuring models from the brand’s famous “Angels” list, as well as some newer faces. The campaign, which introduces the new collection called The Icon by Victoria’s Secret, is part of the company’s major rebranding initiative to address criticism of promoting unrealistic body image and a non-inclusive culture.
In response to the criticism, Victoria’s Secret disbanded its “Angels” team in 2021 and replaced it with the “VS Collective”, a group of seven successful women. The “Angels” were a group of highly sought-after models that included Tyra Banks, Rosie Huntington-Whitley, Chanel Iman, Heidi Klum, and Lily Aldridge. The new collective aims to improve ethnic and body diversity among its models and includes not only fashion models but also journalist Amanda de Cadenet, athlete Eileen Gu, professional footballer Megan Rapinoe, actor Priyanka Chopra Jones, and model Valentina Sampaio.
To promote the new campaign, Victoria’s Secret released a black-and-white promotional video on social media, featuring all the famous faces participating. The campaign showcases iconic models such as Naomi Campbell, Gisele Bundchen, Candice Swanepoel, Adriana Lima, and Emily Ratajkowski, as well as newer additions like Adut Akech and Paloma Elsesser.
Naomi Campbell, although a frequent face on Victoria’s Secret fashion shows, was never an official Angel. Gisele Bundchen became an Angel in 1999 and walked her last Victoria’s Secret Runway Show in 2005. Candice Swanepoel became an Angel in 2010 and has also been on the cover of the brand’s Swim Catalogue and worn the prestigious US$10m “Fantasy Bra” on the runway. Adriana Lima, one of the longest-serving Angels, retired from the brand in 2018 and was named “the most valuable Victoria’s Secret Angel” the year before.
The new additions to the campaign include Adut Akech, who joined Victoria’s Secret in 2022 and expressed her excitement to work with a brand that advocates for all women. Paloma Elsesser, one of the founding members of the VS Collective, aims to make radical change and lobby for increased sizing options in the brand.
Influencer Hailey Bieber, although new to the VS Collective, has never walked a Victoria’s Secret show before, but she expressed her humility and excitement to be part of the group and contribute to positive change.
The campaign not only showcases the brand’s iconic models but also represents a step towards greater diversity and inclusivity in the lingerie industry. As Victoria’s Secret strives to redefine its image and values, the new campaign reflects their commitment to embracing and celebrating women of all backgrounds and body types.