On January 13, the lingerie brand Victoria's Secret unveiled its new campaign dedicated to Valentine's Day.
Bella Hadid, who broke her contract with the brand in 2018, after three years of walking their catwalks.
This had evoked sexist remarks made by Ed Razek (the former marketing director of the label).
After a more inclusive turn and a change of direction made by the brand, Bella Hadid had chosen to renew her contract in December 2021.
For Valentine's Day 2023, the 26-year-old top is adorned, like a candy, with a pink ensemble, topped with garter belts and rhinestone velvet gloves.
All this, accompanied by a wide smile, facing the camera.
Result, a campaign sexier than ever, which is part of the traditional image conveyed by the brand, despite the end of its annual parade in 2018.
In video, Hailey Bieber's very sexy Christmas ad for Victoria's Secret:
The American model poses in a setting made of a red heart.
A new idea of sexy
Indeed, Victoria's Secret had decided to put an end to its spectacular shows and the exposure of its "Angels" with "more-than-perfect" bodies, after having faced numerous scandals, against a backdrop of sexual harassment, but also transphobia.
Since then, the brand has been working to restore its image with more inclusive campaigns, thanks to plus-size models like Paloma Elsesser, or transgender, like Valentina Sampaio.
The latter share the poster again this year with Bella Hadid.
And reinvent the notion of sexy for Valentine's Day.