Victoria’s Secret Said “Motherhood,” But Make It Intimate

Victoria's Secret brought back its Angels, Adriana Lima, Elsa Hosk, and Jasmine Tookes, but stripped away the fantasy. No wings, no spectacle. Just them at home, with their kids, in that in-between space where things feel real and slightly unfiltered.

Lima is literally posing with her daughters, which feels like a full-circle moment for someone who was the brand for years. Tookes is there with her baby, still carrying that surreal energy of walking a runway while pregnant not that long ago. And Hosk? Pregnant again, fully leaning into it on camera instead of hiding it.

It’s Less “Sexy,” More… Honest

What I like is that it doesn’t try too hard to rebrand motherhood into something aspirational. It just shows it.

Matching pajama sets, soft lingerie, undone hair, moments that feel like they could’ve happened without a camera there. There’s still beauty, obviously, but it’s quieter. Less about seduction, more about connection.

And yeah, it’s still selling product. Loungewear, intimates, those easy giftable pieces that make sense for Mother’s Day. But the mood carries it more than the styling.

The Brand Is Still Rewriting Itself

You can feel the bigger shift underneath this.

Victoria’s Secret used to live in a very specific version of femininity. This campaign doesn’t erase that history, but it softens it. Expands it. Lets it breathe a little.

Mothers as Angels, but not in the old way.
No wings needed.