Twenty-five years after it first defined an era, an iconic Victoria’s Secret image has been brought back — this time by Hailey Bieber. The 29-year-old model has become the face of the brand’s new Valentine’s Day campaign, paying direct homage to the legendary look once worn by Gisele Bundchen.
The campaign intentionally echoes the original visual language that helped cement Bündchen’s status as a supermodel. Similar posing, mood, and sensual confidence place Bieber firmly inside fashion history rather than simply referencing it. The result is less imitation and more continuation — a modern reinterpretation of a moment that shaped Victoria’s Secret’s golden years.
Hailey’s version leans into sleek minimalism and controlled sensuality. There’s no excess styling or theatrical drama. The focus stays on form, posture, and the quiet confidence that defines her current image. It’s a reminder of how much the brand — and the idea of sex appeal — has shifted over the past two decades.
By choosing Bieber for this anniversary-inspired campaign, Victoria’s Secret draws a clear line between generations. Gisele represented raw supermodel dominance at the turn of the millennium. Hailey represents a cooler, more restrained kind of allure — social-media-aware, self-possessed, and deliberately understated.
The Valentine’s Day timing adds another layer to the message. This isn’t nostalgia for nostalgia’s sake. It’s a calculated revival that blends legacy with relevance, reminding audiences where the brand came from — and where it’s trying to go next.
The comparison was inevitable. And that’s exactly the point.
