By Kenneth Richard | The Impressionist
Victoria’s Secret Swim catalog and video broke just days into the New Year begging the question, “Why is Victoria’s Secret pushing swim when the East Coast hasn’t had their first Nor’easter yet?” The answer lies in the pocketbooks of the 21 million college students whose spring break is in full swing come March 9th. So while department stores are switching their outerwear floor set to make way for swimwear, Victoria’s Secret is putting to bed their first half of the swim season.
This year the crew took to Hawaii to steal a little of their tropic thunder in a catalog shoot lensed by Greg Kadel. This comes on the heels of a reported swimwear show being filmed in Puerto Rico. The Hawaiian setting is stunning with black lava beaches reminisce of a Chris Issac video and the camera manages to capture both the angels in front of it and the angelic beauty surrounding them.
Behati Prinsloo graces the cover of Victoria’s Secret 2015 swim catalog, which stepped up it’s game this year and feels as if it is ready to take on the team over at Sports Illustrated. One can only imagine the “Battle of The Network Stars” rating bonanza if that TV show was made. Even a charity softball game between the two camps would draw a primetime audience.
The campaign comes with its own seasonal tagline, in the form of a hashtag of course, “#OwnTheBeach”. You have to love good copywriting and a tagline that is a double entendre for the merchants and consumers alike. Pull back the veil of all the sexiness and you will find some very sharp marketing that Victoria’s Secret owns.
Director | Greg Kadel
Photographer | Greg Kadel
Filmed by | Capture This
Models | Andreea Diaconu, Candice Swanepoel, Lais Ribeiro, Lily Aldridge & Nadine Leopold