Victoria’s Secret has launched its “Summer It Girl Dressing” campaign starring Hailey Bieber, shot by photographer Zoey Grossman. The collection spotlights six key styles, from a sheer modern bralette to the VSX Elevate sports bra. The campaign signals a deliberate shift in the brand’s identity: less fantasy, more wearable cool-girl authority.
There is a particular kind of ease that cannot be manufactured. It lives in the way a woman stands in a room, in the careless tuck of a bralette into high-waisted denim, in the gaze that says I’m not trying while clearly knowing exactly what she’s doing. Victoria’s Secret found the ease in Hailey Bieber.
The brand’s “Summer It Girl Dressing” campaign dropped this week, and it arrives not as a whisper but as a very deliberate declaration. Bieber, whose Rhode Skin empire has already cemented her as one of the most commercially fluent women in fashion and beauty, steps in front of Zoey Grossman’s lens with the kind of quiet authority that the brand has been searching for. This isn’t the VS of the early 2000s, all wings and spectacle. This is something cooler, more considered, more agora.
Campaign imagery suggests a brand that has finally made peace with the present tense.
What the “Summer It Girl Dressing” Campaign Actually Tells Us
The choice of Zoey Grossman is not incidental. Grossman’s work has long carried a sun-soaked, California-intimate quality, the kind of photography that feels personal rather than produced. Paired with Bieber, the result is a campaign that reads less like an advertisement and more like a well-curated Instagram grid brought to life with actual editorial intent.
Victoria’s Secret is threading a very specific needle here. The brand wants to speak to a generation raised on Reformation aesthetics and Skims minimalism, while still holding onto the sensuality that built its name. Bieber is the bridge. She is aspirational without being inaccessible. She wears lingerie the way her generation wears lingerie: as outerwear, as a statement, as a completely ordinary Tuesday.
The Six Pieces That Define the Collection’s Aesthetic
The campaign spotlights six styles, and the edit is telling. According to Headline Planet, the pieces include the Push-Up Wireless Bandeau Strapless Bra, the Cotton Exploded Logo Lightly Lined Wireless Bra, the Sheer Reveal Unlined Modern Bralette, the Cotton Short-Sleeve Bralette Crop Top, the Lace and Chiffon Flutter Triangle Bra Top, and the VSX Elevate Triangle Plunge Front-Close Sports Bra.
Read that list again. Cotton. Wireless. Lace and chiffon. Sheer. These are not the fabrics of fantasy. They are the fabrics of a woman who wants to look extraordinary while feeling like herself. The Cotton Exploded Logo bra nods to the logomania that never really left; the Sheer Reveal Bralette is the kind of piece that gets layered under a blazer at a dinner in Malibu. The VSX Elevate sports bra is the collection’s most pragmatic offering, and arguably its most interesting: it confirms that VS is serious about athletic wear as a genuine category, not an afterthought.
The collection channels a very specific mood: effortless summer dressing where the bra is the outfit, not the secret beneath it.
Why Hailey Bieber Is the Right Face for This Moment
This is Bieber’s second major VS campaign in quick succession. She fronted the brand’s Valentine’s Day 2026 campaign earlier this year, and the repeat booking is significant. Brands do not double down on faces without reason.
What Bieber carries that few others can is a dual fluency: she speaks the language of high moda and the language of the internet with equal confidence. Her Rhode brand has made her a legitimate entrepreneur, not just a model with a side project. That credibility transfers. When she wears a cotton bralette crop top, it does not read as a brand obligation. It reads as a personal choice.
Victoria’s Secret is in the middle of a quiet but unmistakable reinvention. The Summer It Girl Dressing campaign is one of the clearest signals yet that the brand understands what this moment requires: less spectacle, more substance. Bieber and Grossman together produce something that feels genuinely contemporary: a campaign with warmth, wit, and the kind of low-key confidence that defines how women actually want to dress in summer 2026.
The wings are gone. The ease is in.
Images Courtesy of Victoria’s Secret
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