Lingerie brand Victoria’s Secret has relaunched its athleisure label VSX with a new celebrity campaign featuring Gigi Hadid, Imaan Hammam, Paloma Elsesser and Taylor Hill.
VSX has been reintroduced as a “lifestyle” brand at the “intersection of performance and fashion,” said Kira Fisher, VP of brand design at VS&Co, in a press release.
Fisher added: “The premium designs utilise body mapping and superior fabrics that celebrate the curves of the female body, created to provide confidence, support and comfort as you live your life from day to night with top-notch style.”
The label is being marketed under its own Instagram account, @VSXOfficial, to appeal to a sports-oriented community and showcase the image it wants to move forward with.
The collection, which is available online and in stores in the US and will launch internationally at a later date, includes a range of light-support sports bra silhouettes, VSX Elevate Leggings featuring XDefine performance fabric, and ready-to-wear apparel including trench coats, catsuits and T-shirts.
Victoria’s Secret is currently preparing to return to the runway, with a show set to take place this fall. The highly anticipated event is expected to showcase a renewed vision for the label, which has been criticized in the past for its lack of diversity and misrepresentation of women.
This article previously appeared on FashionUnited.UK.
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