Hailey Bieber has become face of a new Victoria’s Secret advertising campaign released for Valentine’s Day.
In campaign image, Bieber sits inside lower drawer of a carved wooden dresser, painting her toenails while showcasing a pink-and-black polka-dot lingerie set. Visual clearly references an iconic early-2000s photoshoot featuring Brazilian supermodel Gisele Bündchen.
Affectionately referred to by the label as “the season’s queen of hearts,” Bieber took center stage in the “Very VS Valentine’s campaign,” wearing a plethora of festive looks—from a strappy bodysuit to baby-pink pajamas.
Original photograph appeared in Victoria’s Secret Spring 2001 catalog and promoted Think Pink fragrance. New campaign photographer Adrienne Raquel carefully recreated key elements from that historic image.
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Although Bieber never walked in famous Victoria’s Secret Fashion Show—unlike Bündchen, who appeared on runway eight times—she has been a regular face of brand campaigns since 2021, following company rebranding.
