Victoria’s Secret brand has unveiled a new advertising campaign. The first shoot after the rebranding was called The Icon. It stars supermodels Naomi Campbell, Gisele Bündchen, Adriana Lima and Candice Swainpol, who had previously ceased to be the faces of the brand. They were also joined by Hailey Bieber, Emily Ratajkowski and Adut Akech.
The author of the photos was Mikael Jansson. The campaign was unveiled after Victoria’s Secret was criticised for not inviting inclusive models to work with the brand. The brand was accused of promoting unnatural beauty standards. Critics also claimed that the brand forces its female representatives, so-called “angels”, to conform to rigid physical parameters.
Adriana Lima, who became a mother of many children last year, showed her changed figure in a photo shoot. She said the brand’s new collection “emphasises your natural shape and makes you feel comfortable”.
“It’s all about being unique. Everyone has their own way of expressing their emotions and themselves – that uniqueness makes you special,” People quoted her as saying.
Recall that Victoria’s Secret shows were cancelled amid a drop in sales in 2019. In recent years, the brand has worked to change the company’s policy. The brand has become more inclusive. In March, it became known that the VS show will return in an updated version already this year.