Some women do more than appear in advertising campaigns — they become the symbol of an entire era. For the generation of men who grew up in the 2000s, Adriana Lima has always meant far more than just a model. She is one of Victoria’s Secret’s most legendary Angels, the face of countless iconic runway shows, and the woman who defined the standards of glamour and sensuality in fashion for years.
In 2026, Lima is once again at the center of attention, leading Victoria’s Secret’s new Wicked Sheer Shimmer campaign. And it feels like the brand is reminding everyone why its campaigns once captivated audiences around the world.
The Return of an Icon
The new Wicked collection is built around nighttime glamour: shimmering fabrics, sheer textures, rich colors, and the unmistakable mood of a city after dark.
Adriana Lima leads the campaign alongside models Hyunjoo Hwang and Devyn Garcia. Yet it’s Lima who steals the spotlight from the very first image.
A deep purple backdrop, soft pink lingerie, loose waves, glossy lips, and her signature confident gaze — photographer Dan Beleiu leans into the timeless “bombshell” aesthetic that helped make Victoria’s Secret a global phenomenon.
And it works.
Victoria’s Secret Returns to Its DNA
Over the past few years, Victoria’s Secret has reshaped its image with greater inclusivity, less traditional glamour, new ambassadors, and a broader vision of beauty.
But Wicked sends a different message: a brand can embrace the future without abandoning the identity that made it famous.
At the heart of the collection is the iconic Balconette bra, redesigned in a fresh, contemporary version. The nearly sheer fabric catches the light with a subtle shimmer, creating an elegant, jewel-like glow.
This isn’t everyday lingerie anymore — it’s designed for evenings, confidence, and unforgettable moments.
Minimal Details, Maximum Impact
Stylist Dione Davis lets texture tell the story instead of relying on elaborate styling.
No heavy layering. No distracting accessories. Just luminous fabric, glowing skin, and dramatic lighting.
The result is a collection that feels light, modern, and undeniably cinematic.
The details make all the difference:
- semi-sheer molded cups with natural support and no push-up padding;
- an updated construction designed for a smoother, more comfortable fit;
- ForeverStretch™ lace wings with LYCRA® ADAPTIV fibers that adapt to the body’s shape;
- a delicate rosette at the center, paying tribute to Victoria’s Secret’s classic designs.
