If looking at Hailey Bieber’s new Victoria’s Secret campaign just gave you déjà vu, you’re not alone.
Today, Adam Selman launched the lingerie brand’s 2026 Valentine’s Day collection with a star-studded campaign, showing the beauty founder and fellow models Isabeli Fontana, Maty Fall Diba, and Alexis Carrington all dressed in the sultry, romantic new line.
Affectionately referred to by the label as “the season’s queen of hearts,” Bieber took center stage in the “Very VS Valentine’s campaign,” wearing a plethora of festive looks—from a strappy bodysuit to baby-pink pajamas.
In one of the lead images, shared to the brand’s Instagram, she stunned in a semi-sheer three-piece set composed of a padded bra, delicate garter, and cheeky undies, all in a matching pale-pink shade and embellished with floral detailing. She finished the look with lacy stockings and posed on a plush pink rug surrounded by lit candles.
On her own page, she shared some shots taken in a red ruched bralette and underwear, each trimmed with ruffles and paired with a color-matched cardigan.
In perhaps the most notable shot, however, Bieber changed into a pink-and-black polka-dot set and sat in a chest of drawers, giving herself a pink pedicure. The video, directed by Adrienne Raquel, was the spitting image of a VS campaign from 25 years ago—starring the one and only Gisele Bündchen.
In the 2001 original, the supermodel took the same position as Bieber, painting her toes in similar chest of drawers with her hair pulled back into a ponytail just like the Rhode founder’s. Advertising the VS Think Pink fragrance, Bündchen wore a similar pink set, though hers was adorned with lace where Bieber’s was printed with polka dots. Behind her, bottles and bottles of perfume covered the top of the drawers.
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