VICTORIA’S Secret’s partnership with Adriana Lima could prop up its shaky position in the underwear market, a fashion photographer has claimed.
And he thinks the Brazilian model’s latest perfume collab with the lingerie giant means other ex-Angels may follow suit.
In an exclusive interview, fashion photographer Glauber Bassi told The U.S Sun: “Choosing Adriana Lima as the face of their new perfume is a marketing strategy for Victoria’s Secret.
“She used to be one of the brand’s main models and so bringing back respected stars like Adriana and those who are still intact will add value.
“Through the years the brand has faced a lot of criticism for its lack of diversity and for failing to be inclusive, to name a few.
“The world of fashion is changing.
“Reintroducing personalities with individuality like Adriana and making her their muse will make the brand feel more human.
“Victoria’s Secret has aged badly, hence its rebrand.
“The brand had the mentality of favoring what men might want to see, including the sexuality of it all.
“Some of the other Angels made their name in the industry with Victoria’s Secret as well.
“Maybe they’ll end up parading the runway again for them, but as mature models and not as Angels.
“The Angel concept would never work again for Victoria’s Secret.”
As well as Adriana’s recent perfume gig, Victoria’s Secret has teased more to come with her throughout the year.
In fact, their iconic annual runway show is also reportedly making a comeback.
Before now, Victoria’s Secret was the frontrunner of the high street lingerie market – if not the world.
Its profile skyrocketed in 1997 with the launch of its iconic Angels concept.
From there, millions tuned in to watch the annual runway fashion show as well as stunning supermodels wearing flimsy lingerie and heavy, fluffy wings.
Through the late nineties, Naomi Campbell, Helena Christensen, Heidi Klum, Tyra Banks, Gisele, and Adriana also became its brightest catwalk stars.
In the wake of the #metoo movement, chief Marketing Officer, Ed Razek apologized for comments he’d made in a Vogue magazine interview where said the annual shows were “a fantasy” and should not include transgender models.
By 2018 Victoria’s Secret was criticized for being outdated.
The runway show was put on hold in 2019, around the same time the CEO appeared to have connections with notorious sex offender Jeffrey Epstein.
Disgraced film mogul, Hervey Weinstein had also collaborated on one of the fashion shows in France.
By 2021, the Angels concept was dropped amid further scandal when an executive at a parent company pushed back over excluding plus-size customers.
The VS Collective followed, which included the LGBTQ activist Valentina Sampaio.
Our expert details why reintroducing other former Angels would benefit Victoria’s Secret – because they’d showcase unique body shapes, careers, and cultures.
Adriana Lima, 41, was an Angel from 1999 and appeared in 18 of their shows, right down to the last event in 2018.
The Brazilian was even named “the most valuable Victoria’s Secret Angel” in 2017.
The mom of one went on to become the face of Guess and Maybelline, also appearing on the covers of GQ and Marie Claire.
When Victoria’s Secret announced Lima’s return and the launch of its Heavenly Eau de Parfum, she said: “Reunited and it feels so good.”
“I don’t think Adriana’s making a mistake by taking this opportunity as it could be good for her career, “ explains Glauber, who has shot for Vogue.
“She would also help Victoria’s Secret become a powerhouse again in the future.”
Gisele Bundchen, 42, made her Angel debut in 2000 before appearing on the world-famous runway show seven times.
The Brazilian supermodel left the brand in 2007 but went on to become one of the world’s highest-paid models and walked for Christian Dior and Valentino.
After marrying footballer Tom Brady, Gisele retired from the runway in 2015.
Following their high-profile October divorce, Gisele is now back in the business.
“Gisele would suit working with Victoria’s Secret again if she wanted to come back, ” adds Glauber.
“Just like Adriana, she’s a mature woman now and still looks great.
“Gisele has her famous, cool look, is back in the industry anyway, and is admired by so many women.”
Tyra Banks, 49 walked the runway as an Angel ten times between 1997 and 2005.
She was also the first African-American woman to have a contract with the brand.
After hanging up her wings, the Californian beauty went on to work as an actress before hosting America’s Top Model in 2003.
In 2020, the mom-of-one became a host of Dancing With The Stars before leaving the show.
Recently, Tyra is focusing on her ice cream and real estate businesses.
“In the nineties, Tyra was super successful because of her raw charisma and beauty,” explains Glauber.
“These gave her longevity in her career and success as a presenter as well.
“She’s actually super laid-back and is unique to any other model out there.”
Heidi Klum, 49 walked in 11 Victoria’s Secret Fashion Shows as an Angel from 1999 to 2010.
During that time, the GQ cover star wore three fantasy bras and was the first German to bag Angel status.
After leaving the brand, Heidi judged on Germany’s Next Top Model as well as the reality show, Project Runway.
She joined America’s Got Talent as a judge in 2013.
“Heidi closely resembled the French actress, Catherine Deneuve which helped her career and popularity in the fashion world,” adds Glauber.
“She was also versatile which also gave her openings in TV, fashion, and the acting world.”
Helena Christensen, 54 appeared as an Angel twice in 1997 and 1998.
After leaving the lingerie brand, the Danish supermodel and former Vogue cover star went on to co-found Nylon magazine.
Helena also launched her own clothing line.
“Helena was one of the main models during the nineties,” explains Glauber.
“But where she stood out was her natural beauty.
Helena also became even more popular when she starred in the music video, Wicked Game with Chris Isaak.”
Naomi Campbell, 52 walked in six Victoria’s Secret shows between 1996 and 2005.
During the nineties, the 5ft 10 British model became one of six of her generation to be given the term ‘supermodel’.
Naomi’s career has seen her appear on the cover of more than 500 magazines while working for luxury brands like D&G.
She has also worked as an actress, singer, and an activist before becoming a mom in 2021.
“Naomi was the most amazing of them all during the eighties and the nineties,” explains Glauber.
“She was the first black model to appear on many magazine covers.
“But Naomi did this with confidence and this is what inspired so many women.”
