"Déjà Vu in Lace: Hailey Bieber Channels Gisele Bündchen in Sultry Victoria’s Secret Throwback Shoot"
In a move that’s equal parts homage, nostalgia, and calculated star power, Hailey Bieber has stunned the fashion world with her latest campaign for Victoria’s Secret—a steamy, monochrome lingerie series that directly echoes the legendary 2000 photo shoot of supermodel icon Gisele Bündchen.
Shot in soft-focus black-and-white and bathed in the kind of golden-hour glow reserved for fashion royalty, the images show Hailey reclining on silk-draped chaise lounges, one hand delicately trailing along her thigh, the other cradling her face—striking a pose so uncannily reminiscent of Gisele’s iconic “Angel in Repose” series that fans were instantly transported back to the height of the lingerie empire’s golden era.
But this isn’t just a tribute. It’s a coronation.
A Deliberate Throwback to VS Royalty
The parallels are unmistakable. In Gisele’s original 2000 campaign—photographed by legendary lensman Ellen von Unwerth—the Brazilian bombshell, then at the peak of her Victoria’s Secret fame, posed in a minimalist white lace bra and panty set, her sun-kissed skin glistening, eyes heavy-lidded, exuding a raw, unapologetic sensuality that redefined lingerie advertising for a generation.
Now, 26 years later, Hailey channels that same energy with uncanny precision. Wearing a nearly identical white lace set from Victoria’s Secret’s "Heavenly Reimagined" line, she mirrors Gisele’s posture, lighting, and even the subtle arch of her spine—but with a modern, Gen-Z-inflected twist: less fantasy, more intimacy; less runway drama, more bedroom confidence.
Even the styling nods to the past: tousled honey-blonde waves, dewy skin, and zero digital retouching. “We wanted to capture timelessness,” creative director Maya Lin told Vogue. “Gisele wasn’t just selling lingerie—she was selling a dream. Hailey does the same, but her dream feels attainable, vulnerable, real.”
Why Now? The Symbolism of the Succession
The timing is anything but accidental.
Victoria’s Secret, once the undisputed titan of intimate apparel, has spent the past five years rebranding itself after years of declining sales, cultural irrelevance, and backlash over its narrow beauty standards. The brand’s 2023 reboot—ditching the “Angels” for a more inclusive, body-positive “VS Collective”—was met with cautious optimism. But it lacked one thing: a true face.
Enter Hailey Bieber.
At 29, Hailey embodies the new ideal: effortlessly cool, globally famous (but not tabloid-obsessed), married to pop royalty (Justin Bieber), and—critically—deeply embedded in the fashion and beauty ecosystem through her own successful brand, Rhode Skin. She’s not just a model; she’s a mogul with 50 million Instagram followers and an uncanny instinct for cultural timing.
By recreating Gisele’s shoot, Victoria’s Secret isn’t just referencing its past—it’s signaling a return to dominance, with Hailey as its new queen.
Gisele’s Legacy—and Hailey’s Burden
The comparison is both a gift and a weight.
Gisele Bündchen wasn’t just Victoria’s Secret’s biggest star—she was the last true supermodel in the original sense: global, untouchable, mythic. Her 2000 contract reportedly made her the highest-paid model in the world, and her runway walks are still studied like sacred texts in fashion schools.
Hailey, by contrast, rose through the social media era—her fame built as much on street style snaps and YouTube vlogs as on runway work. She’s beloved, yes—but is she iconic?
Critics are divided.
“Hailey has the look, the platform, and the poise,” said fashion historian Dr. Simone Laurent. “But Gisele represented an unattainable fantasy. Hailey represents relatability. They’re different archetypes for different eras.”
Others see the shoot as a masterstroke of visual storytelling. “It’s not about replicating Gisele,” argued stylist Jordan Myles. “It’s about saying: The throne is open. And this is who sits in it now.”
The Reaction: Nostalgia Meets New Guard
Social media exploded within minutes of the campaign’s release.
“Gisele 2.0???” wrote one fan on Instagram, alongside side-by-side comparisons that went viral.
“Hailey didn’t just pose—she resurrected an era,” gushed another.
Even Gisele herself seemed to approve. Though she hasn’t commented publicly, insiders say she viewed the images privately and “smiled knowingly.” (A spokesperson for Bündchen declined to confirm.)
Meanwhile, sales of the “Heavenly Reimagined” set reportedly surged by 380% in the first 24 hours—proof that nostalgia, when paired with modern star power, still moves product.
More Than Lingerie—It’s a Cultural Handoff
What makes this shoot significant isn’t the lace or the lighting—it’s the quiet passing of the torch.
Victoria’s Secret once defined beauty for a generation. Now, as it fights to stay relevant in a world of Savage x Fenty and SKIMS, it’s betting that Hailey Bieber—cool, composed, and deeply connected to the zeitgeist—can do it again.
And by stepping into Gisele’s shadow, Hailey isn’t just copying a pose. She’s claiming her place in fashion history.
One delicate hand on her hip. One legacy reborn.
Victoria’s Secret “Heavenly Reimagined” campaign featuring Hailey Bieber launches globally January 10, 2026. The limited-edition set includes matching bra, panty, and silk robe—priced at $198.
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