Hailey Bieber is her own muse in Victoria’s Secret’s new campaign

Hailey Bieber has been having a year. Not only did the model launch her beauty line, Rhode, earlier this summer and serve a “big slay” at the Met Gala, now, under all the glazed donut skin and Saint Laurent gowns, she’s opening up in a big way. 

Bieber is one of the faces behind Victoria’s Secret So Obsessed campaign, starring alongside a roster of internet darlings who have become A-list It girls in their own right: Wildflower Cases’ Devon Lee Carlson, body positivity advocate Paloma Esseler, and supermodels Justine Skye and Jasmine Sanders. They’re the un-official angels of a new generation of Victoria’s Secret consumers— – ones who celebrate all kinds of bodies and different forms of being sexy.

After the brand came under fire for pushing antiquated standards of beauty and diversity, the American-founded lingerie brand has embraced a refreshing, toned-down approach that Bieber calls “authentic.” Her GLAMOUR exclusive So Obsessed campaign images, in low lighting on a comfortable couch, are miles away from the tight, form-fitting, lacy-trimmed approach Victoria’s Secret once employed for every member of their squad. Right now, Bieber is her own muse. 

The GLAMOUR exclusive image was one the model shot herself wearing the collection’s signature Push-Up Bra in Rasberry Cooler. Even though the lingerie brand has shed its highly-glamoriSed 2000s-era image, it doesn’t mean that the So Obsessed collection isn’t full of fun colours and prints though – it simply means that unlike the brand image of its predecessor, the new collection embraces the modern woman who needs a little support, lifting, and loving along the way. 

Courtesy of Victoria’s Secret

So Obsessed, along with a slew of woman-first approaches Victoria’s Secret has taken over the last few months (including the implementation of VS&Co Essentials, a program meant to provide young women and adults with quality undergarments) is just another way the brand is out with the old and in with the new. 


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