Hailey Bieber has been having a year. Not only did the model launch her beauty line, Rhode, earlier this summer and serve a “big slay” at the Met Gala; now, under all the glazed donut skin and Saint Laurent gowns, she’s opening up in a big way. Bieber is one of the faces behind Victoria’s Secret So Obsessed campaign, starring alongside a roster of internet darlings who have become A-list It girls in their own right: Wildflower Cases’s Devon Lee Carlson, body positivity advocate Paloma Esseler, and supermodels Justine Skye and Jasmine Sanders. They’re the unofficial angels of a new generation of Victoria’s Secret consumers— ones who celebrate all kinds of bodies and different forms of being sexy.
After the brand came under fire for pushing antiquated standards of beauty and diversity, the American-founded lingerie brand has embraced a refreshing, toned-down approach that Bieber calls authentic. Her Glamour-exclusive So Obsessed campaign images, in low lighting on a comfortable couch, are miles away from the tight, form-fitting, lacy-trimmed approach Victoria’s Secret once employed for every member of their squad. Right now, Bieber is her own muse.
The Glamour-exclusive image was one the model shot herself wearing the collection’s signature Push-Up Bra in Raspberry Cooler. Even though the lingerie brand has shed its highly glamorized 2000s-era image, it doesn’t mean that the So Obsessed collection isn’t full of fun colors and prints— it simply means that, unlike the brand image of its predecessor, the new collection embraces the modern woman who needs a little support, lifting, and loving along the way.
So Obsessed, along with a slew of woman-first approaches Victoria’s Secret has taken over the last few months (including the implementation of VS&Co Essentials, a program meant to provide young women and adults with quality undergarments), is just another way the brand is out with the old and in with the new.
Glamour: The So Obsessed campaign features so many fun faces we know and love. What was it like working alongside a team of badass women to celebrate all different kinds of bodies and confidence?
Hailey Bieber: Working alongside these amazing, beautiful women is always a dream. I love the support we are able to show each other and the way we are able to celebrate one another.
For most people, getting their first bra is a transformative experience. Do you have any good stories from your first time shopping for one?
I remember being young and always having trouble finding bras that fit well, but when I was able to find the right size, fit, and materials that were comfortable for me, it always gave me confidence and made me feel more secure in my body.
As more and more brands lean into celebrating all types of womanhood, we have to acknowledge Victoria’s Secret’s new, empowering brand image. What compelled you to work with a brand that’s finding their footing now that diversity and empowerment is more important than ever?
I felt compelled to start working with Victoria’s Secret at this time because I loved the ways they wanted to change the brand — it felt very authentic to me personally. Their values aligned with mine and it has been so much fun being able to work alongside these other gorgeous faces, and the way we all support each other is something that I value so much.
To you, what makes the perfect bra?
To me the perfect bra is something that has great fabric for comfort while giving seamless support!
