Victoria's Secret 'Dream lingerie' 2024 Ad Campaign

Review of Victoria’s Secret ‘Dream lingerie’ 2024 Ad Campaign by Photographer Angelo Pennetta with models Behati Prinsloo, Candice Swanepoel, Taylor Hill, Mayowa Nicholas, and Devyn Garcia

Victoria’s Secret shares a dreamy throwback to its angelic heyday, reuniting familiar faces in a new fantasy for its Dream lingerie collection.

Shot by photographer Angelo Pennetta, the campaign sees the return of iconic former angels Behati Prinsloo and Candice Swanepoel, who are also joined by Taylor Hill, Mayowa Nicholas, and Devyn Garcia.

The imagery was captured at the historic Longleat House in the English countryside, where lavish interiors, imposing architecture, and impeccably elegant gardens provide a fitting backdrop for the dreamy and ethereal lingerie designs: a fantasia of high-femme finesse.

The accompanying short film leans further into the theme of dreaming. Blurring the lines between sleep and waking, reality and imagination, the story follows its characters as they wake from (or into) a dream to explore the manor, before erupting into a Saltburn-esque dance montage to the infectious beat of Jamiroquai’s classic “Canned Heat” (which is having a campaign moment right now, as it also just appeared in Gap’s back-to-school ad).

As embodied by the modified return of its iconic fashion show, Victoria’s Secret is working to reconcile its bygone identity and status with a more contemporary understanding of what women want from an underwear brand and how these desires should be represented. While this campaign largely leans into the super sexy, high-fantasy aspect of its previous era – and taps some of its defining faces – it also does good work to communicate this idea as something intrinsic; it is a fantasy that belongs to and is shaped by the women themselves, rather than playing to the male gaze. Certainly not every viewer will connect with the traditional take on feminine sensuality, but the brand deserves credit for playing to its strengths and fully embracing that vision while adapting it for a more empowering narrative.