Hailey Bieber fronts the new Victoria’s Secret Valentine’s Day campaign, A Very VS Valentine’s, setting the tone for the season through a romantic lens. The campaign introduces the brand’s latest lingerie and sleepwear silhouettes through a focused visual direction.
At the center of the release are new lingerie styles designed to feel light, romantic, and expressive. The Heart Chiffon Unlined Bralette and Heart Chiffon Bikini Panty stand out through delicate fabrication and heart detailing. Pastel tones and subtle patterning guide the seasonal direction, offering options suited to different Valentine’s plans.
For a more sensual approach, the campaign introduces the Very Sexy Euphoric and Very Sexy Blush Eau de Parfums. Positioned as seasonal gift options, the fragrances expand the Valentine’s edit beyond lingerie. Their inclusion adds another layer to the release, framing scent as part of the overall mood.
The collection also acknowledges alternative ways of marking the holiday. For those spending Valentine’s Day with friends, Victoria’s Secret presents the Glazed Satin Heart Short Pajama Set. Designed with comfort in mind, the set offers a relaxed option that still aligns with the campaign’s romantic tone.
Bieber anchors the campaign throughout, debuting new bras, lingerie, and sleepwear across the shoot. Her presence provides continuity across categories, presenting a complete Valentine’s wardrobe rather than isolated pieces.
Captured alongside Isabeli Fontana, Maty Fall Diba, and Alexis Carrington, the campaign expands its cast later in the narrative. Released ahead of the holiday, the campaign imagery presents a softer, playful take on Valentine’s styling. Styled by Gabriella Karefa-Johnson and photographed by Adrienne Raquel, the shoot features sheer pink fabrics, heart motifs, and polka-dot sets.
Victoria’s Secret shared images from the campaign across social platforms, prompting immediate audience response. Fans praised Bieber’s appearance and the mood of the shoot, with comments reflecting anticipation and enthusiasm for the seasonal release.
Viewers also noted a visual reference to early-2000s Victoria’s Secret imagery, particularly when Bieber recreated a nail polish pose associated with Gisele Bündchen. The moment prompted comparisons while keeping attention on the current collection.
Through A Very VS Valentine’s, Victoria’s Secret frames Valentine’s Day through lingerie, fragrance, and sleepwear designed to support varied expressions of romance and connection.
