Hailey Bieber not only has a brand new brunette look, but she also has a new job. On Monday night, the model announced she is the newest member of Victoria’s Secret’s VS Collective.
The initiative comes after years of backlash towards the brand and its refusal to change with the times and keep up with the likes of inclusive lingerie labels, such as Rihanna’s Fenty. Finally, in June, following an overhaul of senior management, Victoria’s Secret announced they would be replacing their traditional Angels with a diverse, powerful, and inspiring new group of women, such as Megan Rapinoe and Priyanka Chopra.
Now, Bieber has joined the fold, announcing her new role via Instagram with a black and white image. “I am so happy to announce that I am joining the @victoriassecret #VSCollective – a platform for strong women to use their voice in an authentic way,” she wrote. “Looking forward to partnering with VS on this journey and all to come! 💞”
Victoria’s Secret then shared a campaign starring Bieber featuring her wearing three separate lingerie sets, which include a wireless unlined plunge bralette, a robe, and an eye mask.
On the brand’s website, Bieber, who’s never walked a Victoria’s Secret show before due to her height, elaborated further, saying in a statement, “I’m humbled to be in the company of these amazing women, many of whom have inspired me in countless ways with their own stories. I look forward to helping to create positive change as part of the VS collective.”
Though many have written off Victoria’s Secret’s rebrand as too little, too late, the women the label has managed to sign—Adut Akech, Eileen Gu, Paloma Elsesser and Valentina Sampaio, to name but a few—alongside Bieber—might just be enough for people to give the lingerie giant a second chance. Of course, that depends on whether this change is real or just for optics. Watch this space.