Victoria’s Secret is ushering in a nostalgic era by featuring renowned supermodels like Gisele Bündchen, Naomi Campbell, Adriana Lima, and Candice Swanepoel for its latest campaign.
In an attempt to revive its glory days after a series of challenges and a rebranding phase, the lingerie powerhouse is collaborating with its legendary figures, once celebrated as Victoria’s Secret Angels. Their aim? To introduce the fresh ‘The Icon’ bra and underwear series.
Bündchen, Lima, and Swanepoel, all pivotal to the famed “Angels” theme, saw it phase out in 2021 as a step in the company’s rebranding journey. Their legacy includes starring in numerous campaigns, showcasing in the renowned Victoria’s Secret Fashion Show, and donning the iconic “Fantasy Bra”. The brand subsequently introduced the VS Collective campaign, spotlighting ambassadors like soccer sensation Megan Rapinoe and actress Priyanka Chopra Jonas.
Joining the iconic supermodels for the “Icon” campaign are renowned names like Adut Akech, Hailey Bieber, Paloma Elsesser, Sui He, and Emily Ratajkowski. All have either graced the Victoria’s Secret runway or become part of its VS Collective.
Swedish fashion maestro Mikael Jansson captured the campaign’s essence with a blend of monochrome and coloured shots.
The brand is not just spotlighting a new bra featuring pioneering lift and shape tech, but also hinting at the resurgence of its fashion show post a four-year pause. Dubbed ‘The Tour’, this revamped event is set for a fall release. While specifics remain under wraps, the brand assures that several models from the “Icon” campaign will be a part of the show.
After a 24-year streak, the Victoria’s Secret show was shelved in 2019 due to dwindling viewership and critiques, particularly comments by Ed Razek, the ex-chief marketing officer for L Brands, regarding the omission of trans models. The brand faced stiff competition, with entities like Rihanna’s Savage x Fenty coming forth with inclusive sizes and diverse runway representation.
Reflecting on the show’s history, Stuart Burgdoerfer, L Brands’ CFO, recognized its pivotal role in the brand establishment, emphasizing the need to realign and effectively communicate the brand’s essence to consumers.
While ‘The Tour’ looks promising with top-tier talents, challenges linger for Victoria’s Secret. Notably, CEO Amy Hauk stepped down recently, and a Hulu documentary last year explored the brand’s past association with Jeffrey Epstein, the financier infamously charged in 2019 for sex trafficking minors.
In the midst of change and challenge, Victoria’s Secret aims to rejuvenate its brand by recalling familiar faces and blending them with new influencers in the industry. As they prepare for the debut of “The Tour,” the world watches with anticipation. Whether or not this comeback will reposition the lingerie mogul at the forefront of the fashion world remains to be seen. Still, it is evident that the brand is making concerted efforts to redefine its legacy and resonate with the evolving consumer sentiment.
