Victoria’s Secret is bringing back some of its most famous supermodels for an iconic new campaign. Gisele Bündchen, Naomi Campbell, Adriana Lima, and Candice Swanepoel reunite to model the brand’s new “Icon” collection of bras and underwear. Joining the former Victoria’s Secret Angels are models Adut Akech, Hailey Bieber, Paloma Elsesser, Sui He, and Emily Ratajkowski.
Shot by photographer Mikael Jansson, the black-and-white and color campaign images showcase Victoria’s Secret’s first push-up bra with advanced lifting technology. The return of classic supermodels hints at the upcoming revival of the Victoria’s Secret Fashion Show in Fall 2022 after a four year hiatus.
The “Icon” campaign and fashion show mark Victoria’s Secret’s efforts to modernize its branding. In recent years, the company retired its “Angels” in favor of diverse ambassadors and celebrities. The new campaign strikes a balance between the brand’s signature sexy image and a more inclusive approach.