Hailey Bieber joins Victoria’s Secret latest Collective campaign

Hailey has partnered with Victoria’s Secret as the beleaguered brand tries to reinvent itself with a new approach, driving to positive change.

Victoria’s Secret has just announced a new campaign starring the model and, as stated, the photos will genuinely take your breath away. Posing in various iterations of the same silky satin set, Hailey Baldwin, looks equal parts cozy and so, so sexy.

As VS’s newest partner, the supermodel will help to launch the brand’s upcoming holiday collections. In the shots, Hailey flaunts and appears in a series of studio images shot Zoey Grossman wearing designs made from lace trim and 100% silk. Hailey wrote in her Instagram profile, ‘I am so happy to announce that I am joining the Victoria’s Secret #VSCollective – a platform for strong women to use their voice in an authentic way. Looking forward to partnering with VS on this journey and all to come!’.

The incredible collection includes 4-piece gift sets with a bralette, cheeky panty, robe, and eye mask in different colorways. Priced at $298, sizes range from XS to XL. Hailey charms in bedroom-ready looks featuring shades of pink, purple, white, and red.

Moreover, Hailey and other models will also be designing new lingerie lines for the brand. ‘We are excited to announce model and advocate Hailey Bieber as our newest VS Collective Member,’ Victoria’s Secret said in a statement on its home page. ‘She will join an ever-growing group of trailblazing partners who share a common passion to drive positive change.’

The 24-year-old model also said on the brand’s website, ‘I’m humbled to be in the company of these amazing women, many of whom have inspired me in countless ways with their own stories.’ ‘I look forward to helping create positive change as part of the VS Collective,’ touching on how VS is trying to take a different approach with their image. In this case, the brand constantly tries to adopt a new diverse look by featuring models with different body types and from different ethnicities and backgrounds.

Currently, there are many celebrities who are joining VS. Figures like Priyanka Chopra and soccer star and LGBTQ advocate, Megan Rapinoe, who criticized Victoria’s Secret’s older ads as ‘patriarchal’ and ‘sexist’ to the New York Times earlier this year, are on board.