Despite the rebranding efforts, Victoria’s Secret latest collection called for some Angels.
Dubbed “The Icon,” the collection’s campaign sees Victoria’s Secret stalwarts Adriana Lima, Naomi Campbell, Gisele Bündchen and Candice Swanepoel join forces with fresh faces from the lingerie giant’s new era—the VS Collective—including Hailey Bieber, Emily Ratajkowski, Adut Akech, Sui He and Paloma Elsesser to “celebrate the shape of you.”
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“We are so excited to be launching the Icon by Victoria’s Secret collection. The collection was made to enhance one’s natural shape while staying true to the supportive and seamless look that we love,” Janie Schaffer, chief design officer at Victoria’s Secret, said. “It’s an exciting, elevated collection to add to your wardrobe, while reinforcing that we are all icons.”
The campaign’s vibes—captured by Swedish photographer Mikael Jansson and styled by fashion editor Camilla Nickerson—aim to capture the “power of each woman,” the Adore Me owner said, through silhouetted imagery in both black and white shots as well as a few colorful snaps to showcase the collection’s vibrant hues.
The cornerstone of the collection is the Push-Up Demi Bra, which features first-of-its-kind lifting and shaping technology customized to enhance the wearer’s natural shape, the Pink parent said. It features all-over lace, light push-up padding, adjustable and convertible straps, as well as smoothing wings for invisibility under clothes within its one-piece construction. Other highlights include the Icon corset in black, the Icon Cheekini panty in shades including royal purple and deep turquoise, a tawny slip and a strappy thong in hot pink. The full Icon assortment of bras, panties, lingerie, slips and robes ranges from $18.50-$54.95 in sizes XS-XXL and 32A-44DDD.
Customers can register to join the Victoria’s Secret Collective Loyalty Program to shop the collection before it hits stores on Aug. 10.
Viewers of The Tour, the brand’s “reimagined” documentary-style fashion show airing on Amazon Prime on Sept. 26, will see some of the faces in the campaign featured in the documentary-style fashion film that replaces the once iconic runway show.
