Hailey Bieber has been unveiled as the face of Victoria’s Secret’s latest Valentine’s Day campaign, drawing widespread attention for her polished modelling and the brand’s romantic new collection.

Released ahead of the seasonal holiday, the campaign features Bieber modelling a range of pastel and patterned lingerie designed to reflect a softer, playful take on Valentine’s styling.

Styled by Gabriella Karefa-Johnson and photographed by Adrienne Raquel, the shoot includes sheer pink designs, heart motifs, and polka-dot sets, all presented in candlelit interiors that emphasise warmth and elegance rather than spectacle.

Victoria’s Secret shared images from the shoot on social media with the caption, “Step into romance with the season’s queen of hearts.” Fans quickly responded, with comments including, “I’ve been waiting for this for so long. She’s the icon,” and, “There’s such a timeless, romantic grace in this shot. Absolutely stunning as always!”

Several viewers noted a visual callback to early-2000s campaigns, particularly when Bieber recreated a well-known nail polish pose associated with Gisele Bündchen, prompting comparisons between the two models.

The Victoria’s Secret campaign positions Bieber at the centre of the brand’s Valentine’s offering, reinforcing her status as a leading figure in contemporary fashion and beauty.