- Hailey Bieber headlines Victoria's Secret's "Summer It Girl Dressing" campaign, which officially launched May 18, 2026, featuring photos and videos shot by photographer Zoey Grossman.
- The campaign spotlights six key VS pieces, including the Push-Up Wireless Bandeau Strapless Bra, the Cotton Short-Sleeve Bralette Crop Top, and the VSX Elevate Triangle Plunge Front-Close Sports Bra, all of which Victoria's Secret flagged as "soon-to-sell-out" styles.
- This marks at least Bieber's fifth collaboration with Victoria's Secret, following campaigns in 2022 (Dream Angels Summer, Undefinable), 2023 (Icon), and January 2026 (A Very VS Valentine's).
- Bieber is currently on a major brand run in 2026, also fronting campaigns for Mango and Alaïa alongside scaling her beauty brand Rhode globally.
Hailey Bieber is Victoria’s Secret’s pick for summer 2026. The brand launched its “Summer It Girl Dressing” campaign on May 18, with Bieber front and center in photos and videos lensed by Zoey Grossman.
The campaign pushes six summer styles, from a leopard-print bralette crop top to a sleek Sheer Reveal Unlined Modern Bralette, all positioned as fast-moving sellouts.
This is a natural fit. Bieber has quietly become one of Victoria’s Secret’s most reliable faces, having partnered with the brand for its Dream Angels Summer and Undefinable campaigns in 2022, its supermodel-stacked Icon campaign in 2023, and its Valentine’s Day campaign just earlier this year.
Victoria’s Secret has also recently tapped WNBA star Angel Reese for its April 2026 “Season of Strapless” collection, and featured KAROL G and Missy Elliott in its October 2025 Fashion Show on Prime Video.
Off-set, Bieber’s 2026 is stacked. She recently starred in Mango Summer 2026 collection reveal and Alaïa Summer/Fall 2026 campaign.
Takeaways
Hailey Bieber is no longer just a model who lands brand deals, she’s become a brand in herself, and Victoria’s Secret clearly knows it. Tapping her five times across four years signals a relationship that goes beyond a one-off campaign.
For VS, which is still in the middle of a high-stakes rebrand, diversifying its roster with athletes like Angel Reese and music acts at its Fashion Show alongside supermodel-era faces, Bieber bridges both worlds.
She carries the aesthetic authority of a classic VS face while also speaking directly to the Gen Z beauty-and-lifestyle consumer that VS is actively trying to win back.
For Bieber, the timing is sharp. With Rhode expanding globally and her fashion partnership calendar filling fast, this campaign keeps her firmly at the intersection of beauty, fashion, and culture, exactly where a brand founder needs to be.
With Bieber now a repeat VS face and a billion-dollar beauty founder, is she becoming more valuable to brands as a businesswoman than as a model? Victoria’s Secret is balancing supermodel heritage with modern inclusivity casting, is Bieber the bridge that makes both sides work?
