Victoria's Secret

Jul 2025

Victoria's Secret presents the FlexFactor Bra 2025 campaign, an editorial-driven initiative captured by photographer and director Charlotte Wales. Under the creative direction of Adam Selman, the project leans into a candid aesthetic, utilizing natural light and an analogue film technique to frame the new collection within an urban landscape. The imagery features models Candice Swanepoel, Dakota Moore, Devyn Garcia, and Paloma Elsesser in a series of outdoor compositions. Styling by Malina Joseph Gilchrist emphasizes the versatility of the apparel, set against architectural backdrops that provide a textured, lived-in atmosphere. The production is supported by hair design from Ryan Mitchell, makeup by Emi Kaneko, manicures by Mei Kawajiri, and set design by Patience Harding.

Commercial, Warm, Golden Hour

Natural light

Lingerie & Underwear

Advertising Campaign