From Gisele to Hailey: When nostalgia puts on a lace bodysuit
Well, it turns out that Victoria’s Secret, that brand that we all remember for its angels with giant wings, has decided that time travel is in fashion. For their Valentine’s Day 2026 campaign, “A Very VS Valentine’s”, they have not looked for just any cupid, but for Hailey Bieber, the queen of the “clean girl aesthetic” and of marrying Justin, to be their personal time machine. Because what better way to celebrate love than by recreating a photo from 25 years ago? Pure originality, friends.
The masterstroke is not only selling lingerie with hearts (even the corner bazaar does that), but the nostalgic nod in a big way. Specifically, to a photo from 2001 where Gisele Bündchen, in her prime as a supermodel, painted her nails in a drawer. Yes, as you hear it. While we kept embarrassing photos in drawers, VS kept Gisele. And now, Hailey has had to get into the same piece of furniture (or one very similar) to paint… her toenails! Because evolution, clearly, goes from the hands to the feet. A detail that, without a doubt, will change the course of fashion history.
It’s not a drawer, it’s a statement (and it comes with a heart print)
Hailey’s millennial reinterpretation gives her her personal touch. If Gisele went in plain pink, Bieber opts for pastel lace and, of course, heart prints. Because in 2026, romanticism is not suggested, it is shouted with literally heart motives. The entire collection is a buffet of options for your Valentine, whatever your plan: bralettes for your “Galentine’s”, satin pajamas for staying on the couch, or bolder red and black sets in case the night calls for more drama. Basically, they have an outfit for every possible plot of your own romantic comedy.
The most ironic thing about all this deployment is that Victoria’s Secret, a brand that had to rethink its entire discourse in recent years, now finds its greatest asset for the future in the past. With Hailey as a bridge between the golden era of spectacle shows and the current demand for authenticity (relative, of course), they try to connect with those who long for those years and with those who only know the brand for its collaborations with influencers. It’s a “hello, it’s me” but in a lingerie version.
In a world where Rihanna’s Savage x Fenty is hot on her heels with diversity and attitude, VS seems to be saying, “We invented the show.” And what better way to remember it than with one of the most followed and copied figures of the moment, locked in a drawer. The strategy is clear: if you can’t win the battle of innovation, win the battle of emotional memory. And seeing the commotion on networks, where everyone points out the reference, it seems that it is working for them. Will this be the style “hit” of 2026? Probably not, but it has certainly been the most talked about *throwback* of the season.
Do you like this mix of old school and new style? Share this article on your networks and tag that friend with whom you always discuss fashion campaigns. And don’t miss more analysis on how brands rescue their archive to connect with us, the digital nostalgic.
