Victoria’s Secret Elevates The Body’s Natural Shape With Reformed Lingerie Line
Photo credit: Mikael Jansson. Images via Victoria’s Secret / PR Newswire
Victoria’s Secret hopes to make good on its promise to lift women up in the most empowering way possible. Rising from its problematic past, the intimates label has introduced The Icon collection, a range of bras, panties, and lingerie sculpted to “celebrate the shape of you.”
At the heart of the series is the new Icon by Victoria’s Secret Push-Up Demi Bra, featuring a “first-of-its-kind” lifting and shaping technology made to elevate the wearer’s natural shape. It marks a departure from the brand’s historical emphasis on pushed-up busts.
The bra features a light push-up, a smoothing wing, and adjustable and convertible straps. Its all-over lace is camouflaged under clothing, notes the brand.
The collection doesn’t stop at bras. Panties, slips, and robes carrying the classic logo design are part of this new line, offering choices for various preferences. The sizes cover a broad range from 32A to 44DDD, XS to XXL, to accommodate different body types.
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Janie Schaffer, chief design officer at Victoria’s Secret, emphasizes the selection’s purpose: “The collection was made to enhance one’s natural shape while staying true to the supportive and seamless look that we love. It’s an exciting, elevated collection to add to your wardrobe, while reinforcing that we are all icons.”
The campaign for The Icon collection, lensed by renowned photographer Mikael Jansson and styled by Camilla Nickerson, captures the essence and empowerment of each woman featured. High-profile models like Adut Akech, Hailey Bieber, and Emily Ratajkowski are showcased in this initiative.
Remarkably, The Icon’s advertising brings back VS legends Gisele Bündchen, Naomi Campbell, Adriana Lima, and Candice Swanepoel, a rather curious move considering that the brand has vowed to spotlight everyday women over supermodels going forward.
Naomi Campbell for Victoria’s Secret. Photo credit: Mikael Jansson. Image via Victoria’s Secret / PR Newswire
The all-stars are back but led by a fresh perspective—one that doesn’t objectify or hypersexualize.
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Lima tells People magazine the ‘Icon’ name is fitting. “Every woman can be an icon,” she elaborates.
The ensemble was selected for their “distinct and powerful voices” and self-confidence, Raul Martinez, Victoria’s Secret’s chief creative director, shares with Fashionista.
Paloma Elsesser for Victoria’s Secret. Photo credit: Mikael Jansson. Image via Victoria’s Secret / PR Newswire
Some of the models here will appear once again in Victoria’s Secret’s rebranded fashion show, The Tour, which will center on up-and-coming global creatives. The program will premiere on Prime Video on September 26.
Gisele Bündchen for Victoria’s Secret. Photo credit: Mikael Jansson. Image via Victoria’s Secret / PR Newswire
The Icon line will arrive on the Victoria’s Secret website on August 10, with plans for an international rollout coming soon. Pricing starts at US$18.50 for panties, US$54.95 for bras, and US$34.95 for lingerie.
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[via Fashionista, People, PR Newswire, images taken by Mikael Jansson for Victoria’s Secret via PR Newswire]
This article was crafted with assistance from an AI engine, and has been manually reviewed & edited.
