Victoria’s Secret is revamping the Mother’s Day strategy with its latest campaign, “Modeled After Mom,” focusing more on real-life closeness than fantasy.
Developed in collaboration with Spread the Jelly, the campaign features both former and current Angels including Adriana Lima, Elsa Hosk, and Jasmine Tookes, but this time, it’s a family event.
Each model is pictured in their home with their kids, highlighting a more private, everyday side of the Victoria’s Secret world. Beyond a campaign, the stars also bring historic moments, with Tookes being in the spotlight when she opened the 2025 Victoria’s Secret Fashion Show heavily pregnant and now including her child in the photoshoot. Hosk returns to the brand after 2018, while Lima is featured in a campaign alongside her daughters for the first time.
The collection emphasizes comfort-centric essentials, like extremely soft pajama sets, easygoing camis, and iconic satin pieces created for genuine, everyday experiences. This is not about dressing to impress but rather about feeling at ease in your own skin.
Centered on the belief that every mom is an Angel, “Modeled After Mom” replaces shiny perfection with a gentler, more personal touch. This campaign genuinely honors the women who excel in all aspects, both on and off the runway.
Visit the Victoria’s Secret website to browse the collection.
In other news, Tropic of C and Victoria’s Secret have just released nature-inspired swimwear.
