Victoria’s Secret has traded the marble of Rome for a red sports car and a Los Angeles sunset, and Joyride is the loudest thing the brand has put out this year.
The campaign arrived on 19 August with Abby Champion and Emeline Hoareau, shot by Zoey Grossman across a hillside at dusk, a convertible bonnet and a tan leather back seat. The brief, in the brand’s own words, is to make hearts race and put sexy into overdrive with colour-fuelled lace.
Colour is the entire point. Where the Very Sexy campaign went black and white, Joyride runs on hot pink, acid yellow, deep purple and tiger print, largely through the Tease satin and lace-trim line: half-cup demi bras, wireless plunge bras, skirted thong knickers, cheeky briefs, babydolls, chiffon cami sets and mini slip dresses.
There is a harder edge in there too. The Low-Cut Push-Up Bra returns, worn here with a lace overlay thong and a garter belt.
Prices run from £14, with sizes from XS to XXL and 32B to 38DDD. Styling is by Dione Davis, hair by Holly Mills and make-up by Jezz Hill. The collection is in Victoria’s Secret stores and online now.
For more, see our look at the Very Sexy collection shot in Rome, or browse our Lingerie Guides.
