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August 2023

Victoria's Secret recruits familiar, supermodel faces for new 'Icon' campaign

Victoria's Secret reunites some of the classiest supermodels from its heyday, bringing together Gisele Bündchen, Naomi Campbell, Adriana Lima and Candice Swanepoel in a new campaign.

The lingerie brand, which hopes to get back in shape after several turbulent years and an attempted rebranding, has enlisted a number of familiar faces - formerly known as Victoria's Secret Angels - to help launch a new bra and underwear collection called The Icon.

Victoria's Secret new campaign Courtesy Victoria's Secret

Bündchen, Lima and Swanepoel were part of the long-running "Angels" brand, which the company retired in 2021 as part of its rebranding. (All three worked for years as "Angels" in campaigns and in the brand's famous Victoria's Secret Fashion Show - and all three occasionally wore the show's signature "Fantasy Bra.").

Later, the brand launched campaigns with ambassadors under the name VS Collective, including celebrity representatives such as soccer star Megan Rapinoe and actor Priyanka Chopra Jonas.

Alongside returning supermodels in the new "Icon" campaign are models Adut Akech, Hailey Bieber, Paloma Elsesser, Sui He and Emily Ratajkowski, all of whom have previously walked in the Victoria's Secret Fashion Show or joined the VS Collective.

The campaign images, a mix of classic black-and-white and color portraits, were created by Swedish fashion photographer Mikael Jansson.

Victoria's Secret new Icon campaign Adut Akech, Paloma Elsesser and Hailey Bieber are part of the all-star cast. - Courtesy Victoria's Secret

According to the press release, the new collection promises "the first lifting and shaping technology" in a new push-up demi bra, but it also foreshadows the return of the fashion show after a four-year hiatus.

The Tour, a reworked runway event, will debut this fall, and while few details are yet known, the brand is teasing a star-studded lineup - and promises that some of the models featured in this new campaign will walk the show.

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