Victoria’s Secret (VS) has made Grammy award-nominee Camila Cabello the face of its Bombshell fragrance portfolio.
The bilingual campaign – a first for the beauty and lingerie group – captured by US photographer Zoey Grossman, is said to showcase Cabello’s inner ‘bombshell’.
In a period of transition for the brand, which saw VS swap its ‘angels’ for advocates, the new materials aim to be uplifting to all women who wear its skus.
“For me, being a Bombshell is being exactly who you are and having the courage to celebrate who you are, every day,” said the singer-songwriter.
“I’m excited to join Victoria’s Secret in embracing the bombshell in every woman.”
Cabello was tapped to be a frontwoman for L’Oréal Paris in 2018.
Bombshell’s scent is a blend of passionfruit, with a heart of peony and Madagascan vanilla.
Speaking about Cabello’s new deal, VS’s Chief Creative Director, Raúl Martinez, said: “On set, Camila exuded a presence throughout the day that didn’t need to be directed – her vibrance and confidence shined through organically.
“It was all about a celebration of her and her personality that brought this fragrance and campaign to life.”
To celebrate the Bombshell collection, VS will also be hosting a pop-up in New York City.
Camila Cabello for Victoria's Secret
The Bombshell Gardens – located on the High Line, a 1.45 mile-long elevated park, from 3-9 May – is expected to bring the fragrance to life with peony adorned installations and a fragrance bar.
Adriana Medina, the perfumer’s creator, will also be attending the week-long event.
Victoria’s Secrets new era
In the wake of its split from Bath & Body Works – another beauty name in L Brands’ portfolio – VS has been hell bent on drastically changing its image.
The former lingerie favourite cancelled its famous catwalk fashion show, complete with a supermodel line-up, in 2019, after 14 years, as the business began rethinking its focus.
Now, the business has joined forces with seven accomplished women to become its VS Collective.
The group of ambassadors include Adut Akech, Amanda de Cadenet, Eileen Gu, Megan Rapinoe, Paloma Elsesser, Priyanka Chopra-Jonas and Valentina Sampaio.
In addition, the group has launched its VS Global Fund for Women’s Cancers, which funds research into breast and gynecologic cancers.