Supermodel Gisele Bündchen has reunited with fellow Victoria’s Secret supermodels Naomi Campbell, Adriana Lima, and Candice Swanepoel for Victoria’s Secret’s new “Icon” campaign, as announced by the company.
The campaign also features Emily Ratajkowski, Hailey Bieber, Adut Akech, Paloma Elsesser, and Sui He.
Bündchen, who left Victoria’s Secret in 2007 after a successful run as an Angel, expressed her excitement about her initial contract with the brand in her 2018 memoir.
Despite feeling comfortable in lingerie modeling during her early years, she later found herself less at ease with revealing runway outfits. Her decision not to renew her contract in 2006 was driven by a desire to move on from that phase of her career.
Reflecting on her time as an Angel, Bündchen shared her experience with British Vogue in 2022, mentioning her preference for outfits that covered her back and her excitement about the energetic runway shows.
Bündchen’s return to modeling includes collaborations with brands like Louis Vuitton and Jimmy Choo.
This resurgence in her career coincides with her divorce from Tom Brady. The “Icon” campaign features a diverse collection of bras, panties, and lingerie that celebrate individual body shapes.
It marks the brand’s embrace of diverse representation and aims to empower wearers to feel confident and comfortable. Several models from the campaign will also participate in Victoria’s Secret’s reimagined fashion show, “The Tour,” which focuses on emerging global creatives.
The annual Victoria’s Secret Fashion Show was discontinued in 2019 due to factors like declining lingerie sales and ratings.
Janie Schaffer, Chief Design Officer at Victoria’s Secret, expressed enthusiasm for the launch of “The Icon” collection, emphasizing its purpose to enhance natural body shapes while maintaining a supportive and seamless appearance.
The campaign not only celebrates the legacy of these supermodels but also promotes self-confidence and individuality.