Victoria’s Secret The Icon Collection 2023 Ad Campaign

Think of Chanel and you think of the quilted 2.55 handbag. Think of Louis Vuitton and you think of the monogrammed canvas. Think Victoria’s Secret and you think VS Angels.
Over recent years, the iconic American lingerie retailer has undergone an image overhaul, announcing partnerships with a whole host of diverse and inclusive figures including Megan Rapinoe, Priyanka Chopra Jonas and Naomi Osaka to name a few. In 2022, the brand also had Sofía Jirau make history as the first model with Down syndrome to appear in a Victoria’s Secret campaign. The brand also counts openly transgender model Valentina Sampaio as an ambassador. These women form the VS Collective, as the brand distances themselves from the VS Angels era.
Now, for 2023, the brand welcomes back the OG Angels for a new advertising campaign aptly titled ‘The Icon Collection’ which attempts to empower all women.


Give it up for Gisele Bündchen, Naomi Campbell, Adriana Lima and Candice Swanepoel who return to front the brand following a long hiatus. Models Adut Akech, Hailey Bieber, Paloma Elsesser, Jill Kortleve, Sui He and Emily Ratajkowski also make an appearance as part of the new guard of VS beauties and feature throughout the campaign offering, which was captured by photographer Mikael Jansson and styled by Camilla Nickerson.

Victoria's Secret 'The Icon Collection' 2023 by Mikael Jansson

Mostly shot black and white, with an effortless and paired-back approach, the women showcase Victoria’s Secret’s new collection of bras, panties, slips and robes featuring the brand’s classic logo design, starting at $18.50 for panties, $54.95 for bras and $34.95 for lingerie, with sizes ranging from 32A-44DDD and XS-XXL.
See more from the advertising campaign and share your thoughts, here.

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