Hailey Bieber pays homage to Gisele Bündchen’s legendary 2001 Victoria’s Secret campaign in the brand’s 2026 Valentine’s Day collection, blending nostalgia with modern romance.
If Hailey Bieber’s latest Victoria’s Secret campaign feels like a blast from the past, that’s because it is. The beauty mogul and model has recreated one of the most iconic moments from the brand’s history—Gisele Bündchen’s 2001 Valentine’s Day campaign—with a modern twist.
Directed by Adrienne Raquel, the 2026 campaign features Bieber in a pink-and-black polka-dot lingerie set, sitting in a chest of drawers while giving herself a pedicure. The scene is a near-exact replica of Bündchen’s original, where the supermodel posed in a similar setting, surrounded by bottles of the brand’s Think Pink fragrance.
The Nostalgic Tribute
Bieber’s homage to Bündchen is more than just a visual nod—it’s a full-circle moment for Victoria’s Secret. The 2001 campaign, which starred Bündchen at the height of her supermodel fame, became one of the brand’s most memorable ads. Now, 25 years later, Bieber brings the same charm and allure to the modern era.
The campaign, titled “Very VS Valentine’s,” showcases Bieber in multiple looks, from a semi-sheer pink floral set to a bold red ruched bralette and underwear. Each piece is designed by Adam Selman, who launched the collection with a star-studded lineup including Isabeli Fontana, Maty Fall Diba, and Alexis Carrington.
Why This Matters
This isn’t just another lingerie campaign—it’s a strategic move by Victoria’s Secret to reconnect with its legacy while appealing to a new generation. By tapping Bieber, a modern icon with a massive following, the brand bridges the gap between its golden era and today’s fashion landscape.
The campaign also highlights Bieber’s versatility as a model and entrepreneur. Known for her beauty brand Rhode, she effortlessly transitions into the role of a Victoria’s Secret angel, proving her staying power in the industry.
Fan Reactions and Industry Buzz
Fans and fashion enthusiasts have taken to social media to praise the campaign, with many calling it a “perfect tribute” to Bündchen’s iconic moment. The side-by-side comparisons of the two campaigns have gone viral, sparking conversations about the evolution of lingerie advertising.
Industry insiders note that this campaign could signal a shift in Victoria’s Secret’s branding strategy, focusing more on nostalgia and timeless elegance rather than overt sexuality. It’s a move that aligns with the brand’s recent efforts to modernize its image.
What’s Next for Victoria’s Secret?
With this campaign, Victoria’s Secret is setting the tone for 2026. The brand’s ability to blend its rich history with contemporary influences could redefine its place in the lingerie market. If this campaign is any indication, we can expect more nostalgic nods and star-powered collaborations in the future.
For fans of Bieber and Bündchen, this campaign is a dream come true—a seamless fusion of past and present that celebrates the enduring appeal of Victoria’s Secret.
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