Femininity has always occupied a unique place in fashion, shaping not only the way people dress but also how confidence, identity, and beauty are expressed. Fashion continues to evolve with every generation, yet one question remains: what truly defines modern femininity today? Is it found in timeless elegance, personal freedom, or the confidence to continuously redefine oneself?
Victoria’s Secret has introduced a new chapter with model and entrepreneur Hailey Bieber taking center stage in one of the brand’s newest campaigns, becoming a powerful face of its contemporary direction. Hailey’s involvement reflects Victoria’s Secret’s broader transformation toward a more current and culturally connected identity. The collaboration arrives at a moment when the company continues reshaping its image for a new generation of consumers. Recent campaigns featuring Hailey revisit iconic visual references from Victoria’s Secret history while presenting a more modern perspective. The campaign itself unfolds through a charming and sensual visual story, photographed through soft lighting, vintage-inspired interiors, romantic styling, and feminine silhouettes that create a playful yet polished atmosphere.
Founded in 1977, Victoria’s Secret grew from a single concept into one of the world’s most recognizable lingerie brands. The company was originally established in California by Roy Raymond, who sought to create a more comfortable shopping environment for men purchasing lingerie. During the 1990s and early 2000s, Victoria’s Secret became a global phenomenon and transformed runway presentations into entertainment spectacles. The Victoria’s Secret Fashion Show evolved into one of the most anticipated annual events in fashion. The era of the Victoria’s Secret Angels introduced household names including Adriana Lima, Tyra Banks, Heidi Klum, Gisele Bündchen, Alessandra Ambrosio, and Miranda Kerr. The Angels became cultural icons associated with glamour and large-scale fashion productions. In 1999, Victoria’s Secret staged one of the earliest major fashion livestream events, attracting extraordinary online attention during the early internet era. Over time, the brand expanded far beyond lingerie into fragrances, sleepwear, sports collections, and beauty products. Following years of changing consumer expectations, Victoria’s Secret began redefining its image through greater inclusivity and broader representation. In recent years the company has reintroduced its fashion presentations while modernizing the concept for a new audience.
Hailey Bieber’s modeling journey developed long before she became one of fashion’s most discussed personalities. Born as Hailey Rhode Baldwin, she entered the industry while carrying one of Hollywood’s well-known family names. Rather than relying solely on recognition attached to her surname, she gradually established an independent identity within fashion. She signed with IMG Models and began appearing in campaigns for brands including Tommy Hilfiger, Guess, Ralph Lauren, and numerous luxury houses. Her minimalist street style later became a widely discussed aesthetic reference across social media. Hailey developed a recognizable visual language often associated with clean tailoring, understated beauty, and contemporary simplicity. She appeared on the covers of international magazines while simultaneously building a strong presence in digital culture. Beyond modeling, she expanded into entrepreneurship through Rhode, her beauty brand, which rapidly achieved significant commercial success. Rhode later reached a billion-dollar acquisition milestone while Hailey remained creatively involved in the company’s future direction. Alongside campaigns and business ventures, she continues balancing modeling, beauty, and evolving media projects. And perhaps that is what keeps audiences watching — how exciting is it to stay tuned and wonder what unexpected direction Hailey Bieber’s career will take next?
Campaign Talent: Hailey Bieber
Photographer: Adrienne Raquel
Director of Photography: Maddy Talias
Set Designer: Matt Jackson
Stylist: Gabriella Karefa-Johnson
Hair: Bryce Scarlett
Makeup: Mary Philipps
Manicurist: Holly Falcone
Tailor: Zoya Milentyeva
Production: VS Photo Production Team
