Sara Sampaio, the 33-year-old Portuguese model and actress renowned for her Victoria’s Secret Angel status, recently ignited social media with a series of captivating lingerie photos for Hunkemöller Lingerie. The campaign, aptly titled “A Gift for Every Moment,” showcases Sampaio’s stunning physique in a collection of diverse lingerie sets, ranging from a maroon bustier and knicker set to a plunging red lace bra and matching briefs, a sheer black corset with matching briefs, and a barely-there black lingerie set. Sampaio’s radiant beauty was further enhanced by her lighter, blonder hair and minimal makeup, emphasizing her natural features. The images exude confidence and sensuality, capturing Sampaio in various poses – lying on the floor, leaning on steps, and standing beside a giant, bow-topped present. The campaign aims to celebrate the joy and intimacy of everyday moments, transforming them into special occasions with the help of beautiful lingerie.
Sampaio shared the campaign photos on her Instagram page, expressing her excitement and love for the pieces. She specifically highlighted her fondness for the black corset, hinting at a possible styling video in the future. Her caption also subtly criticized the lack of diversity and inclusivity in the recently revived Victoria’s Secret Fashion Show, contrasting it with the empowering message of her Hunkemöller campaign. This comment underscores a growing awareness and demand for greater representation and inclusivity within the fashion industry. Sampaio’s choice to partner with a brand that embraces diverse body types and promotes body positivity resonates with a wider audience seeking more authentic and representative portrayals of beauty.
The response to Sampaio’s Instagram post was overwhelmingly positive, with fans showering her with compliments. They praised her beauty, describing her as “breathtaking,” “sensational,” and “perfect.” Some comments highlighted her natural beauty, while others expressed awe at her stunning figure. The post also sparked requests for a calendar featuring the campaign images, indicating the strong appeal of Sampaio’s photos and the desire to see more of her work. The overwhelming positive feedback further emphasizes the campaign’s success in capturing both Sampaio’s allure and the essence of the brand’s message.
The Hunkemöller campaign stands in contrast to the recent Victoria’s Secret Fashion Show, which, despite its revival after a six-year hiatus, faced criticism for its limited representation of body diversity. While the show featured some curvy models, they were arguably less prominently featured and their attire was perceived by some as more concealing compared to their straight-sized counterparts. Sampaio’s veiled critique reflects a broader conversation about inclusivity and representation in the fashion industry, highlighting the importance of showcasing diverse body types and celebrating all forms of beauty. This conversation extends beyond just size inclusivity to include diversity in race, ethnicity, and age.
The list of models who participated in the 2024 Victoria’s Secret Fashion Show, while including notable names like Adriana Lima, Alessandra Ambrosio, Ashley Graham, Bella Hadid, Candice Swanepoel, Gigi Hadid, Irina Shayk, Kate Moss, and Tyra Banks, still lacked the significant diversity many advocates have been calling for. While the inclusion of some curvy models was a step in the right direction, the critique centers on the overall representation and how diverse bodies are presented. The industry is increasingly being held accountable for perpetuating unrealistic beauty standards, and consumers are demanding more authentic and inclusive representation in advertising and marketing campaigns.
Sampaio’s campaign with Hunkemöller, by contrast, aligns with the growing movement towards body positivity and inclusivity. By showcasing diverse lingerie styles on a model celebrated for her natural beauty and confident demeanor, the campaign resonates with a broader audience and promotes a more empowering message. This shift towards body acceptance and the celebration of individual beauty is influencing brand choices and marketing strategies, pushing the fashion industry towards greater representation and inclusivity. The positive reception of Sampaio’s campaign underscores the public’s desire for more authentic and relatable portrayals of beauty, signaling a promising change in the fashion landscape.
