The latest campaign from Victoria’s Secret spotlights an iconic lineup of models and a fresh approach to lingerie that aims to celebrate natural shapes while staying true to the brand’s signature comfort and support. The Icon collection is led by some of the most recognizable faces in fashion, set against the backdrop of a global audience that loves a blend of glamor and everyday practicality. The campaign features models who have become synonymous with enduring trend and influence, including Gisele Bundchen, Naomi Campbell, Adriana Lima, Candice Swanepoel, Adut Akech, Hailey Bieber, Paloma Elsesser, Sui He, and Emily Ratajkowski. These women bring a mix of timeless appeal and contemporary edge to the imagery, underscoring the collection’s message about confidence and form. The project was captured by renowned Swedish photographer Mikael Jansson, whose lens has long been associated with high fashion and intimate, tactile storytelling. The collaboration blends fashion photography with a sense of accessibility, inviting viewers to see the pieces as true wardrobe staples rather than mere fashion statements. The photography emphasizes the natural contours of the body, while the design remains anchored in the familiar Victoria’s Secret values of fit, support, and a seamless silhouette. The Icon line is described as a reflection of the brand’s ongoing effort to align beauty with comfort, ensuring that each piece can be worn across a wide range of styles and occasions. The aim is to provide underwear that feels as reliable as it looks, empowering wearers to move with ease and confidence through daily life and special moments alike.
In the designers’ view, the collection represents more than just new underpinnings. It is a statement about how underwear can enhance the shape and silhouette without sacrificing comfort or practicality. The campaign communicates that fashion can be bold and supportive at the same time, complementing a modern wardrobe that values both versatility and self expression. The team behind The Icon by Victoria’s Secret emphasizes that the collection is intended to be a versatile addition to any drawer, capable of elevating everyday outfits and special occasion looks alike. The messaging highlights the idea that everyone can feel like an icon when wearing well crafted lingerie that fits well and moves with the body.
On September 26, a larger reveal will accompany The Icon campaign through a new show called The Tour, which is set to premiere on Prime Video. The rollout will not stop at a fashion show; it will also include a documentary component that provides behind the scenes access, personal narratives from the models, and exploration of the brand’s inclusive strategy. The documentary portion is expected to give audiences a candid look at the creative process, the collaboration with the models, and the brand’s evolving approach to representation and fit across a diverse customer base. This expanded presentation reflects Victoria’s Secret ongoing commitment to transparency and conversation about body positivity and inclusivity within the fashion industry.
Earlier coverage noted that Gisele Bundchen appeared on the cover of Vogue Brazil, underscoring the enduring relationship between top-tier fashion photography and a portfolio that spans magazines, campaigns, and brand narratives. The integration of such high profile collaborations within Victoria’s Secret campaigns supports a broader conversation about how the brand positions itself in a competitive market that values both star power and authenticity. The current campaign intensifies the discourse around how lingerie is marketed, designed, and worn in a way that resonates with a wide audience while maintaining a strong, aspirational aesthetic. The result is a campaign that not only showcases lingerie but also invites viewers to consider how fit, comfort, and confidence come together to define style in the modern era. Source Victoria’s Secret press release.