Hailey Bieber Channels Gisele in New VS Valentine Campaign

On January 7, Victoria’s Secret kicked off its 2026 Valentine’s season with “A Very VS Valentine’s,” led by Hailey Bieber and designed to evoke instant déjà vu through a clear nod to Gisele Bündchen’s 2001 campaign.

Bieber’s role is framed as center stage, the campaign’s “queen of hearts,” moving through multiple looks that read like Valentine archetypes: a pale pink lingerie set with floral detailing, a red ruffled lingerie moment warmed up with a matching cardigan, and soft sleepwear that leans into romance as lifestyle.

Then comes the image that makes the whole campaign feel like fashion time travel. In a pink and black polka dot set, Bieber sits tucked into a chest of drawers, painting her toes with an almost playful domestic intimacy. The pose is a deliberate recreation of a 2001 Victoria’s Secret “Think Pink” fragrance campaign starring Gisele Bündchen, right down to the drawer tableau and the girlish, getting ready energy that defined early 2000s lingerie storytelling.

The power of the reference sits in what it signals. This is Victoria’s Secret reaching back to an era when a single campaign image could live for years, pinned in teenage bedrooms, replayed in catalog pages, absorbed into pop culture as a shorthand for “pink” and “sexy” and “icon.”

It also speaks to how fashion memory works now. Nostalgia has become a language brands use to rebuild trust and heat: an old image gets revived, reframed, and re shared, then a new generation learns the reference while the original audience relives it. Hailey Bieber, already fluent in internet era beauty culture through Rhode, becomes a smart bridge for Victoria's Secret , someone who can sell the fantasy while also understanding how quickly images circulate, remix, and become memes.