Victoria's Secret

Jul 2025

Victoria's Secret presents the 2025 campaign for the FlexFactor Bra, a series of images centered on the intersection of urban landscape and activewear. Photographed by Charlotte Wales with creative direction by Adam Selman, the production captures an editorial energy using natural light and warm, golden hour tones. The campaign features Candice Swanepoel, Dakota Moore, Devyn Garcia, and Paloma Elsesser in a range of outdoor settings. The visuals lean into an analogue film aesthetic, balancing commercial composition with candid, live-action techniques to emphasize movement and texture. Production details were rounded out by stylist Malina Joseph Gilchrist, hair stylist Ryan Mitchell, makeup artist Emi Kaneko, manicurist Mei Kawajiri, and set designer Patience Harding.

Commercial, Warm, Golden Hour

Natural light

Lingerie & Underwear

Advertising Campaign