Dive Brief:

• Amid its brand rehabilitation efforts, Victoria's Secret unveiled The Icon by Victoria's Secret collection which features bras, panties and lingerie, the brand announced Wednesday. 
• Starting at $18.50 for panties, $54.95 for bras and $34.95 for lingerie, the collection has sizes XS to XXL and 32A to 44DDD. It debuted nationwide on Thursday, but the company offered early access to Victoria's Secret Collective loyalty program members.
• The intimates brand tapped Adut Akech, Hailey Bieber, Paloma Elsesser and Emily Ratajkowski, with the return of Gisele Bündchen, Naomi Campbell, Adriana Lima and Candice Swanepoel to promote the collection in a new campaign. 

Dive Insight:

In addition to gathering an assortment of well-known models for its new collection, Victoria's Secret also enlisted Vogue contributing editor Camilla Nickerson and acclaimed photographer Mikael Jansson to style and shoot the campaign.

“We are so excited to be launching The Icon by Victoria's Secret collection,” Janie Schaffer, chief design officer at Victoria's Secret, said in a statement. “The collection was made to enhance one's natural shape while staying true to the supportive and seamless look that we love. It's an exciting, elevated collection to add to your wardrobe, while reinforcing that we are all icons.”

The collection includes The Icon by Victoria’s Secret Push-Up Demi Bra, which has “lifting and shaping technology that is customized to enhance the wearer’s natural shape,” according to the company. 

After launching The Icon collection in the U.S., the retailer will announce the international rollout in other regions at a later date. 

Victoria's Secret enlisted a Vogue editor to shape its campaign years after a controversial Vogue interview with a parent company executive brought a backlash against the brand. L' Brands’ former chief marketer Edward Razek made poorly received comments to Vogue in 2018 regarding plus-size and trans models. With competitors like Rihanna's Savage X Fenty, American Eagle's Aerie, ThirdLove and others offering a more inclusive aesthetic for women's intimates, Victoria’s Secret has worked to revamp its reputation. 

This year alone, the brand has made various efforts to entice shoppers with more loyalty rewards, a new retail partner and a refreshed fashion show. In February, Victoria's Secret introduced loyalty incentives, exclusives and various tech features to its membership program. Over this summer, Victoria's Secret & Co. partnered with Amazon to offer its products on the e-commerce platform. Additionally, select talent from The Icon campaign will be in The Victoria’s Secret World Tour, its re-imagined fashion show, which will be released Sept. 26 as an Amazon Original.