Some advertising campaigns simply showcase a new collection. Others make you want to watch them all over again. The new Victoria’s Secret campaign definitely belongs to the second category. Its leading star is Adriana Lima, one of the most recognizable models in the brand’s history, who this time completely takes over the VS Icon Shoppe.
With the new Victoria’s Secret Fashion Show approaching, the brand has decided to play its strongest card — its own history. Pink stripes, lingerie, sparkle, instantly recognizable logos and a backstage atmosphere come together in one big fantasy about the Victoria’s Secret universe, a world that is impossible to mistake for anything else.
Adriana Lima Knows How to Steal the Spotlight
In the new campaign, Lima is not simply modeling the pieces. She creates the mood. Photographer Dan Beleiu and stylist Sandy Armeni have transformed the dressing room into a kind of fashion playground, where every detail contributes to the atmosphere.
Adriana appears in pink-and-white striped lingerie, paired with sparkling jewelry and black thigh-high stockings. The result is playful, glamorous and instantly recognizable.
This is one of those cases where the brand does not even need to explain that you are looking at Victoria’s Secret. The colors, the stripes and Lima’s confident gaze say it all.
From Lingerie to Pajamas — and Back Into the Spotlight
The next look gives the campaign a more relaxed feel. A striped silk pajama set, sheer pink stockings and fluffy mules create the impression that a glamorous party has suddenly moved straight into the bedroom.
But Victoria’s Secret would not be Victoria’s Secret without contrasts. In the next look, soft pink gives way to an oversized black T-shirt featuring the brand’s large logo. It is paired with pale pink briefs, garter-inspired thigh-highs and pointed heels.
The rule seems simple: if you’re going to relax, you might as well do it in style.
A Return to the Era of Pink Boxes
One of the campaign’s biggest charms is its nostalgia. The brand deliberately plays with its archival codes, bringing back details that Victoria’s Secret fans can recognize in an instant.
Striped luggage, beauty cases, stacks of signature pink boxes, sparkling accessories and perfumes recreate the atmosphere of an era when visiting a Victoria’s Secret store was almost a cultural ritual in its own right.
The whole thing feels slightly nostalgic, a little daring and intensely glamorous. Exactly what the return of an iconic aesthetic should look like.
It’s Not Just Adriana: Neelam Gill and Ella Angel Join the Scene
Lima gets the starring role, but the campaign is not built around a single star. Neelam Gill and Ella Angel also join her in the VS Icon Shoppe.
Gill brings her own version of high-gloss glamour, wearing light-toned lingerie with decorative details while surrounded by perfume bottles and sparkling accessories. It looks as if someone took a classic Victoria’s Secret campaign, added a touch of contemporary fashion attitude and turned the shine all the way up.
Ella Angel continues the same aesthetic, helping the campaign feel less like a simple return to the past and more like a fresh take on a familiar style.
The Season’s Most Important Accessory? The Atmosphere
At VS Icon Shoppe, it is not just the clothing that matters. The campaign is selling an entire lifestyle — or at least a very appealing fantasy of one.
Here, lingerie sits alongside pajamas, oversized T-shirts meet high heels, and sporty details are mixed with jewelry and sparkling accessories. There is no need to choose between comfort and glamour. Victoria’s Secret is basically saying: have both.
And that seems to be the whole idea behind VS Icon Shoppe: fans do not have to wait for the new Fashion Show to experience its atmosphere.
Victoria’s Secret Isn’t Selling the Wait — It’s Selling the Moment
The collection serves as a kind of prelude to the Victoria’s Secret Fashion Show, which takes place later this month. But there is no reason to wait for the big night.
Prices at the VS Icon Shoppe start at $14.50 and go up to $119.95. In other words, the brand is offering fans a chance to bring part of the spectacle straight into their own wardrobes.
And that may be the smartest move in the entire campaign. Victoria’s Secret is not simply reminding everyone of its past — it is turning nostalgia into something you can actually buy today.
Adriana Lima, meanwhile, is doing what she does best: looking as though the spotlights were always meant to be pointed directly at her.
Pink stripes, black stockings, sparkling jewelry, a silk pajama set, pink boxes and the signature logo — everything comes together around one simple idea.
Victoria’s Secret is bringing back its iconic glamour. And this time, Adriana Lima knows exactly how to make sure no one looks anywhere else.
