The Interactive Lookbook

There was a time when women’s underwear advertising was all about smokey eyeliner and angel wings. Sexy? Yes.
Relatable? Not for many young women. In the era of Victoria’s Secret, we dared to make an underwear ad featuring women enjoying themselves, their bodies and their power—not for a man’s attention, but for the ecstasy of getting to live in a female body — something ads had never permitted for young women before this.

By leaning into Hanes' legacy of comfort, this campaign offered a liberating contrast to the hyper-glamorous, male-gaze-driven marketing of the time, shifting the narrative from a performance of femininity to an embodiment of it.