Victoria’s Secret new The Icon campaign with Naomi and Giselle

Forget about shimmery flowers, sequined bras and lace panties. Rebranding Victoria’s Secret while the lingerie brand focuses on soft lines and neutral nuances. his new underwear collection The Icon, a hymn to soapy beauty, anticipating the return of the brand to the catwalk in the fall after a four-year hiatus. In an advertising campaign that was released during these hours the faces of some historical Victorian Angels stand out, such as Naomi Campbell, Gisele BundchenAdriana Lima and Candice Swanepoelalong with newcomers Emily Ratajkowski and her friends Adut Akech, Hailey Bieber, Paloma Elsesser and Sui He. Angelic faces, it must be said, are immortalized by Swedish fashion photographer Mikael Jansson in a series of shots, part black and white, part color, that highlight the bodies in their simplicity, without sexual poses or winks, instead promoting the body-positive that the brand has so far always lacked. .

“We’re thrilled to launch The Icon by Victoria’s Secret collection,” said Janie Schaffer, Chief Designer at Victoria’s Secret. “And we love it. It’s an exciting and uplifting collection to add to your wardrobe while highlighting that we’re all icons.” “. After the controversy of recent years, when the brand was accused of lack of inclusiveness for taking away the “wings” of transgender and disabled models, now the management is looking for cover. “We’re trying to figure out how to improve brand positioning and better communicate it to customers,” Stuart Burgdorfer, chief financial officer of parent company VS L Brands, said in 2018 when he announced he would be canceling the traditional show.

Five years later, here’s a new lingerie campaign featuring actress Adut Akech proudly shows off her stretch marks and Paloma Elsesser proudly shows off her curves. Bodies can be who they most desire and show themselves to the world without fear of the judgmental and inquisitive gaze of the public. A revolution that can no longer be delayed to keep pace with the many lingerie lines that have flourished in recent years, such as Rihanna’s Savage x Fenty, which immediately offered inclusive sizing and diverse runway representation. “It was a very important part of building the brand of this business, an important branding aspect and an outstanding marketing achievement,” explains Burgdorfer. The new campaign will be unveiled as part of the recently announced Victoria’s Secret World Tour, a “revamped fashion show targeted at new creatives from around the world” to fill the gap left by the iconic Victoria’s Secret Fashion Show, which ran continuously from 1995 to 2018.

Victoria’s Secret is looking forward to a return to the catwalk this fall, but had to deal with the resignation of CEO Amy Hauck earlier this year, less than a year into her tenure, following a Hulu post. The documentary chronicles the company’s former ties to Jeffrey Epstein, the late businessman who committed suicide in prison, arrested and convicted of sexual abuse and international child trafficking. Given such precedents, winning the market among young and very young girls becomes a very difficult task.