The former Victoria’s Secret Angels stepped into the spotlight for a promotional video tied to a high-profile show set to debut toward the end of September. The brand shared snippets and stills on its social channels, giving fans a first look at what’s to come and building anticipation across its global audience.
A star-studded lineup of models—Naomi Campbell, Hailey Bieber, Gigi Hadid, Adriana Lima, Lila Moss, and Paloma Elsesser—were invited to participate in the shoot. Each model wore underwear sets from the new collection, signaling a bold reinvigoration of the brand’s design language and its commitment to showcasing diverse body expressions. The behind-the-scenes vibe suggested both elegance and a modern, confident aesthetic that aligns with contemporary fashion sensibilities, as noted by industry watchers and the brand’s communications team (Victoria’s Secret press notes).
Janice Shaffer, Victoria’s Secret Design Director, spoke about shaping the collection around the body’s natural contours while staying true to the brand’s heritage of supportive, seamless undergarments. The Icon by Victoria’s Secret collection is positioned as an embodiment of everyday confidence, designed to complement a wide range of outfits and occasions. In her remarks, Shaffer emphasized that the line reinforces the idea that every person can be an icon in their own right, a message echoing through product design, marketing, and brand storytelling (Brand statements from Victoria’s Secret).
The upcoming show, titled The Tour, is scheduled to premiere on Prime Video, with a format that blends high-fashion spectacle with documentary storytelling. Viewers can expect a catwalk presentation alongside a narrative arc that includes behind-the-scenes footage, personal stories from the models and creative team, and an exploration of the brand’s inclusive strategy. Doja Cat has been highlighted as the lead actress for the Victoria’s Secret World Tour, signaling a broader entertainment collaboration that aims to broaden the brand’s cultural footprint and connect with a wider audience (Official announcements and media coverage on The Tour).
Earlier communications highlighted Gigi Hadid’s contributions to the campaign, including shared underwear imagery that teased the evolving aesthetic and reinforced the message of body positivity and versatility across the collection. The continued participation of Hadid and the other iconic figures underscores Victoria’s Secret’ ongoing effort to blend traditional fashion influence with contemporary social narratives, audience expectations, and market dynamics (Campaign visuals and interviews from the brand and participants).