Bella Hadid poses again in Victoria's Secret underwear.
The lingerie brand's latest campaign is gradually being unveiled on Instagram, where new muses with multiple body types are appearing.
Among them, the 25-year-old model poses in one of the photos, in a push-up bra and black lace panties revealing her vegertures on her buttocks.
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A detail that sparked strong reactions in the comments under the photo in question.
"This is the first time I've seen Bella Hadid with stretch marks," writes a stunned subscriber.
"Love that you left her stretch marks and didn't feel the need to edit the pic," remarked another.
"The images are more natural and show what a woman's body really is," it reads.
A promise of "body diversity"
However, her fans no longer expected to see her one day sporting these feminine underwear.
After three consecutive years of parading for Victoria's Secret, Bella Hadid suddenly ended her collaboration with the brand in 2018. The young woman joined the many testimonials from key figures of the label (such as Adriana Lima, Karlie Kloss or Erin Heatherton ) denouncing the misogynistic culture and sexual harassment that reigned within the company in an investigation published by the
New York Times
in February 2020.
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In an era where the inclusiveness and diversity of bodies are celebrated on fashion shows, the image of the woman conveyed by Victoria's Secret no longer appealed, referring more to a male fantasy than to reality.
The proof: the empire has lost more than 3.8 million customers in the past two years and will have closed more than 80 stores in the United States.
Two years after the end of the annual event parade, it was time for the sign to really change its internal policies, which Bella Hadid says she made sure: "It took me almost a year and a half to talk to them. Just having this conversation was very complicated for me because of how I felt in the past. But they came to me with a great presentation about everything they've changed, how they're progressing not only on body diversity, but also on women's diversity in general," she told the American edition of the magazine.
Marie Claire
magazine
in December 2021 to justify her return as an ambassador. "They were able to prove to me thatthere are real protocols that are put in place to create the best possible environment.”
New ambassadors
Today, a new “VS collective” has regained control.
The fallen and hypersexualized Angels of Victoria's Secret give way to more committed muses, such as American footballer Megan Rapinoe, British journalist and photographer Amanda de Cadenet, aged 49, British model Paloma Elsesser, who displays a size 48, or again the Brazilian Valentina Sampaio, the label's first transgender representative.
These models who move the lines
These models who move the lines
Alexis Ruby for Mark Cross.
@lexpfromthevill/Instagram/Screenshot
These models who move the lines
Alexis Ruby.
@lexpfromthevill/Instagram/Screenshot
These models who move the lines
Ashley Graham for Michael Kors.
Getty Images
These models who move the lines
Ashley Graham.
Getty Images
These models who move the lines
These models who move the lines
These models who move the lines
These models who move the lines
These models who move the lines
These models who move the lines
These models who move the lines
These models who move the lines
These models who move the lines
These models who move the lines
These models who move the lines
These models who move the lines
These models who move the lines
These models who move the lines
These models who move the lines
These models who move the lines
See the slideshow
20 pictures
Now, “we basically don't have anything to do that we don't want to do.
We don't need to show parts of our body that we don't want to show,” Bella Hadid said in the same interview.
“We are grateful for how we feel supported now, unlike in the past, when it was a lingerie company run by men for men.
(…) I feel independent again, instead of having the impression that my body is a kind of source of money.
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