25 years later: Hailey Bieber reimagines Gisele Bündchen’s iconic look

In a new shoot for Victoria’s Secret

A quarter of a century later, Victoria’s Secret is revisiting its archives – this time with Hailey Bieber. The model and entrepreneur channels the legendary look of Gisele Bündchen, which became a symbol of its era in the late 1990s and permanently etched the Brazilian supermodel’s name into the brand’s history.

As part of the A Very VS Valentine’s campaign, Bieber poses in lingerie, sitting in the bottom drawer of a dresser while painting her nails – almost mirroring Gisele Bündchen in the original shot. Yet the interpretation feels modern: not a literal copy, but a subtle visual dialogue between generations.

Where the original Gisele image was dominated by pink hues emphasizing the glamour and sensuality of the late ’90s, Hailey’s version employs a warm beige palette – more restrained, minimalist, and in harmony with contemporary aesthetics.

For Victoria’s Secret, this project is not just a tribute to the past, but also part of a strategy to rethink its own legacy. The brand increasingly embraces new faces while maintaining a connection to the iconic moments of its history.

Let’s take a look at the other shots from the campaign – they are equally stunning:

Photo: Instagram @adrienneraquel