Victoria's Secret has signed a new supermodel to promote their brand.
Blonde hair, hazel-eyed Hailey Bieber, 24, has become the face of their limited edition stretch lingerie campaign. The Arizona native was also named a VS Collective Member for the massive lingerie company.
This comes after the beleaguered international lingerie brand vowed to change its image by embracing diversity.
All-American blonde beauty: Victoria's Secret has signed a new supermodel to promote their brand. Blonde hair, hazel-eyed Hailey Bieber has become the face of their limited edition stretch lingerie campaign. The Arizona native was also named a VS Collective Member for the massive lingerie company
In the images, the former Guess and Versace model looks nothing short of stunning with her bouncy flaxen locks and fresh Malibu tan.
The wife of Justin Bieber had on a black-and-white bra and undie set with a robe. She was also seen in pink and red set. And there was a purple-and-black outfit with an eye pillow on her forehead.
She shared the new photos to her Instagram Stories while the VS Instagram page said, 'Indulge in our limited-edition 4-piece capsule that feels as good as it looks —starring @haileybieber #VSForTheHolidays2021.'
Not very diverse: In the images, the former Guess and Versace model looks nothing short of stunning with her bouncy flaxen locks and fresh Malibu tan
The blonde pinup 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.'
She then touched on how VS is trying to take a different approach with their image: 'I look forward to helping create positive change as part of the VS Collective.'
Bieber is not the first big name 'it' model who has become a part of Victoria's Secret this year.
Last week Bella Hadid was seen in the new holiday Mad For Plaid lingerie campaign.
A new move: The wife of Justin Bieber had on a black-and-white bra and undie set with a robe. She was also seen in pink and red set. And there was a purple-and-black outfit with an eye pillow on her forehead
I will bring positive vibes: The blonde pinup 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.' She then touched on how VS is trying to take a different approach with their image: 'I look forward to helping create positive change as part of the VS Collective'
Bella, who is part Middle Eastern (her father is Mohamed Hadid, who is Jordanian-American), looked radiant as she makes the most of the lacy red plaid lingerie. She comes off as captivating as she spins around and pouts.
This is not her first time modeling for Victoria's Secret. She made her VS fashion show debut in 2016, before returning for the 2017 and 2018 shows.
In 2019 she said she did not feel confident when she walked the shows for the lingerie giant and it seemed that she may not want to return to the brand.
And in February 2020 a New York Times article claimed Victoria's Secret executive Ed Razek made 'lewd' remarks about Bella's private parts. The model did not respond to the claim.
Another A lister: Last week Bella Hadid was seen in the new holiday Mad For Plaid lingerie campaign. Though Bella is part Middle Eastern (her father is Mohamed Hadid, who is Jordanian-American), she hardly falls in line with the brand's promise for more diversity
Back in 2021: This is not her first time modeling for Victoria's Secret. She made her VS fashion show debut in 2016, before returning for the 2017 and 2018 shows
Another veteran: The Mad For Plaid commercial she stars in also features VS vet Taylor Hill
Bella's return this year to the brand signals the model and the company worked out any prior tension.
The Mad For Plaid commercial also features VS vet Taylor Hill, another slender, all-American beauty.
But there is plenty of diversity in the clip.
There are several plus size models like Paloma Elsesser as well as a transgender model, Brazil's Valentina Sampaio.
And South Sudanese-Australian model Adut Akech, 21, is featured prominently.
There is diversity: But in the new Victoria's Secret holiday Mad For Plaid commercial there are plenty of diverse faces, including transgender and plus-size models. Seen here is Paloma Elsesser
Cute look: And South Sudanese-Australian model Adut Akech, 21, is featured prominently
A fresh take: Also seen was transgender model Valentina Sampaio from Brazil
New attitude: The company has tried to rebrand itself after facing years of plummeting sales figures and ongoing backlash over its lack of diversity which helped cause its famed catwalk show was cancelled in 2019
Happy faces: Adut, left, and Paloma, right, smile for the camera as they get snowed on
The company has tried to rebrand itself after facing years of plummeting sales figures and ongoing backlash over its lack of diversity which helped cause its famed catwalk show was cancelled in 2019.
There was also the issue of a huge backlash following reports of owner Les Wexner’s historic friendship with disgraced financier Jeffery Epstein.
In June, its new 'diverse' line-up of spokeswomen, which includes Priyanka Chopra Jonas and Megan Rapinoe.
Neither Priyanka nor Megan are in the new holiday ads, but they were never intended to be.
Indian actress Priyanka, 38, who is married to singer Nick Jonas, and LGBT advocate and footballer Megan, 35, did not sign up to model undies.
Rather PageSix claimed in June they would 'instead appear on a podcast and in marketing materials for the recovering brand.'
Priyanka and Megan will reportedly join Akech, freestyle skier Eileen Gu, Sampaio, Elsesser, and journalist Amanda de Cadenet, who is set to host a 10-episode podcast where the women will share their stories.
Traditionally, the brand has been promoted by a roster of high-profile supermodels, with those under contract to the company known as Victoria's Secret 'Angels'.
Star power: Priyanka Chopra Jonas and Megan Rapinoe were revealed in June as two new spokeswomen for Victoria's Secret; Priyanka (left) seen in 2020 and Megan (right) seen in 2019
Angel: Traditionally, the brand has been promoted by a roster of high-profile supermodels, with those under contract to the brand known as 'Angels' (pictured: Stella Maxwell in 2018)
Asked whether the Angels would make a comeback in the relaunch, brand chief executive Martin Waters said earlier this year: 'Right now, I don't see it as being culturally relevant.'
Waters, who was appointed chief executive in February after serving as head of Victoria’s Secret’s international business, told the New York Times that the brand 'needed to stop being about what men want and to be about what women want.'
He added: 'I've known that we needed to change this brand for a long time, we just haven't had the control of the company to be able to do it.'
Victoria's Secret was founded in 1977 by US businessman Roy Raymond, who set up a small chain of boudoir lingerie shops when he could find no man-friendly women’s stores.
In 1982 he sold the company to clothing magnate Les Wexner for $1million – a fraction of its current value. Raymond later committed suicide by jumping off the Golden Gate Bridge in San Francisco.
He chose the name Victoria after Queen Victoria, thinking it sounded refined, and added Secret to refer to what was hidden under the clothes.
Eventually, hundreds of stores opened coast to coast, but it was the glitzy launch of Victoria’s Secret’s first blatantly sexy catwalk show at the Plaza Hotel, New York in 1995 which made the difference.
Beginning: The first Victoria's Secret Fashion Show was held at the Plaza Hotel in New York City in 1995 with models such as Angelika Kallio (left) and Leilani (right) walking the runway
Broadcast on network TV to 185 countries, millions tuned in to see supermodels Naomi Campbell, Helena Christensen, Tyra Banks and Karen Mulder – among others – stripped back to the barest of essentials.
Victoria’s Secret opened its first flagship store in London’s Bond Street in 2012, and staged its first catwalk show in 2014, featuring Ed Sheeran as star turn, but recent years have been more challenging.
Aside from a small rise in the first quarter in 2018, the lingerie retailer had falling sales every quarter since the fourth quarter in 2016.
Victoria's Secret shuttered 20 stores in 2018 amid a poor annual sales performance, ending the year with former CEO Jan Singer resigning last November.
The lingerie giant's parent company, L Brands, confirmed in November 2019 that its famous show wouldn't take place. The decision was part of a move to 'evolve the messaging of [the company],' Fortune reported at the time.
Famous faces: The show has featured some of the world's most in-demand models over the years, including Bella Hadid in New York in 2018 (left) and Heidi Klum in Miami in 2008 (right)
Supermodel Tyra Banks displays an outfit during the Victoria's Secret Fashion Show in New York in 2003 (left)
It came a year after marketing chief Ed Razek said the brand would not cast plus-sized or 'transexual' models because the show is a 'fantasy.'
In 2020, more than 100 models signed an open letter to the then CEO of Victoria's Secret calling for him to take action on the company's 'culture of misogyny and abuse'.
The letter urged John Mehas to end what the group - which included Christy Turlington Burns, Iskra Lawrence, Edie Campbell, Amber Valletta and Felicity Hayward - described as an 'entrenched culture of misogyny' at the lingerie chain.
With consumers turning away from glamour towards comfort, plus a huge backlash following reports of Wexner’s historic friendship with disgraced financier Jeffery Epstein, Victoria’s Secret faced an identity crisis.
As well as a shift in public perception of the Victoria's Secret Fashion Show, the brand faced a continued decline in sales.
Last year, the brand tried a new approach, posting photos on its Instagram account that
