Victoria’s Secret has just taken its signature push-up power from the lingerie drawer to the digital skyline, proving that it can raise the tech bar just as well as your breasts! To celebrate the fashionable launch of its brand-new Australian e-commerce platform, www.victoriassecret.com.au, the lingerie giant has gone full throttle into Computer Generated Imagery – dropping a Victoria’s Secret CGI Campaign so real it’s practically bursting out of its balconette.
Think the Sydney Opera House, but make it Bombshell. Picture the Melbourne skyline wrapped in lace. Imagine the Perth cityscape, but with a supersized pink bra perched where a skyscraper should be. Yep. Victoria’s Secret has transformed some of Australia’s most iconic landmarks into larger-than-life stages for its most recognisable products, and the results are as surreal as they are scroll-stopping. It’s part marketing stunt, part digital art installation — and all very Instagrammable, with the CGI activations going live across Victoria’s Secret’s social channels.
This isn’t just a pretty (virtual) face, though. It’s a strategic move that blends fantasy with familiarity, and cements Victoria’s Secret among the ranks of luxury fashion players like Jacquemus and beauty giants like Maybelline — brands that have embraced hyperreal CGI to dominate timelines, spark conversation, and blur the line between real life and digital fantasy. And, it’s a sign of where the industry is heading: fashion campaigns are no longer just about glossy photoshoots and billboards. They’re about creating moments so bold, so unexpected, and so ‘I need to screenshot this now’ that they take on a life of their own.
But behind all that spectacle lies the real headline: for the first time ever, Australian customers can now shop Victoria’s Secret’s full universe — lingerie, sleepwear, loungewear, beauty, and more — online and in one place. The new e-commerce site brings the brand’s signature sparkle to your screen, complete with local perks like virtual bra fittings (goodbye, awkward changing-room lighting), fragrance match tools, exclusive online-only drops, easy returns, and fast domestic delivery. Translation: you can now upgrade your underwear drawer without leaving the couch.
And if you still prefer a little IRL lingerie browsing, the good news is that alongside existing flagship stores in Chadstone, Emporium, Highpoint, and Pacific Fair, Victoria’s Secret is expanding its bricks-and-mortar footprint with new boutiques popping up across Melbourne Central, Southland, Fountain Gate, Sydney, Brisbane’s North Lakes and Mt Gravatt, and Perth’s Karrinyup. It’s a nationwide takeover. Online and off.
What makes this CGI campaign particularly fun is how Aussie it feels. There’s something delightfully tongue-in-cheek about seeing lingerie towering over the Opera House or a perfume bottle glistening on Sydney Harbour — a cheeky wink to the brand’s global glamour while nodding to our own backyard. It’s nostalgic and futuristic all at once, and proof that Victoria’s Secret knows exactly how to make a splash in a market that’s as fashion-savvy as it is social-media obsessed.
The message is clear: this isn’t just about bras and briefs anymore. It’s about building a brand universe that’s playful, immersive, and impossible to ignore. So, whether you’re here for the digital drama, the dreamy lace, or the chance to shop your favourites from your sofa, one thing’s for sure — Victoria’s Secret’s latest stunt has paired pushups with pixels and lifted the game for fashion campaigns everywhere.
