Victoria’s Secret, a renowned lingerie brand, is making a nostalgic move by bringing together some of its classic supermodels from its glory days. Gisele Bündchen, Naomi Campbell, Adriana Lima, and Candice Swanepoel, former Victoria’s Secret Angels, are reuniting for a new campaign aimed at launching the brand’s latest bra and underwear collection called “The Icon.”
This strategic move comes as Victoria’s Secret seeks to regain its momentum following a period of turmoil and rebranding efforts. The “Angels” brand, under which Bündchen, Lima, and Swanepoel rose to prominence, was retired by the company in 2021. Despite the rebranding, the brand aims to rekindle its iconic status with the new “Icon” campaign, which features a mix of classic black-and-white and color portraits taken by acclaimed fashion photographer Mikael Jansson.
The campaign features an ensemble cast, including Adut Akech, Hailey Bieber, Paloma Elsesser, Sui He, and Emily Ratajkowski, who have either walked in the Victoria’s Secret Fashion Show before or have joined the brand’s recent VS Collective initiative.
Accompanying the campaign’s new collection launch is the promise of “first-of-its-kind lifting and shaping technology” in their push-up demi bra. Additionally, the campaign is a teaser for the return of the Victoria’s Secret Fashion Show, which is making a comeback after a four-year hiatus. The revamped event, known as “The Tour,” is set to debut this fall and is anticipated to feature a star-studded lineup, with some models from the campaign making appearances on the runway.
The road to rejuvenation hasn’t been without challenges for Victoria’s Secret. The company canceled its iconic fashion show in 2019 after 24 years due to low viewership and criticism over exclusion of trans models. Furthermore, competition in the lingerie sector has intensified, with brands like Rihanna’s Savage x Fenty embracing inclusive sizing and diverse representation. Despite the brand’s efforts, it still faces obstacles, including the departure of its CEO and public scrutiny stemming from its association with Jeffrey Epstein.
As Victoria’s Secret takes steps to revive its once-dominant status in the lingerie market, the return of its original supermodels symbolizes a nostalgic comeback while it navigates a competitive and evolving industry landscape.