Take a look at the new cover of the Victoria’s Secret Swim catalog (premiering exclusively here) and you might do a double take. It’s the brand’s first tri-fold cover, featuring nine big-name models shoulder-deep in the blue waters of St. Barts, and, thanks to the timing, feels like a fashion-savvy comeback to the Sports Illustrated Swimsuit Issue and its associated drama.
While Sports Illustrated has been taking a cue from fashion lately—poaching Victoria’s Secret Angels like Sara Sampaio, Lily Aldridge, and Erin Heatherton for its latest issue—Victoria’s Secret has been moving in the opposite direction, focusing on swimwear. In addition to the new cover featuring Josephine Skriver, Monika Jac Jagaciak, Lais Ribeiro, Behati Prinsloo, Candice Swanepoel, Andreea Diaconu, Sharam Diniz, Ophelie Guillermand, and Elsa Hosk, the brand is also creating a swim-themed TV special airing February 26.
The decision to up its swimwear game is probably twofold for Victoria’s Secret. Swim is a big market and VS has the option to corner it in the same way it’s cornered the lingerie business. It’s also a big draw on social media, as Sports Illustrated proves, because beautiful women in bikinis never seems to get old. So will the VS swimsuit cover become as much of a pop culture reference as the Sports Illustrated one? With the budget and media support to make it happen, all signs point to yes.
