Turns out, the bra of the future… doesn’t really feel like one.
Victoria’s Secret just dropped a new addition to its Body by Victoria lineup, and the brand’s calling it the FlexFactor — a name that sounds like it could double as a Pilates class or a Marvel superpower. Either way, it’s promising a “no-bra” feel with actual support, so naturally, we had to pay attention.
Courtesy of Victoria Secret
Fronted by VS It-girls Paloma Elsesser and Candice Swanepoel (because who else are you calling when you want to sell modern-day softness in lingerie form?), the campaign is a silky love letter to flexibility, movement, and underwear that doesn’t stab you in the ribs at 2 p.m.. Shot by Charlotte Wales and set against the backdrop of New York’s everyday chaos, the visuals feel like a long exhale — bras that stretch, shape, and move with you without giving 2007 push-up energy.
Courtesy of Victoria Secret
The main character here? The Body by Victoria FlexFactor Lightly Lined Plunge Demi Bra (whew, long name, soft vibes). VS says it’s made with a memory foam lining and a titanium underwire that bends to your body like it’s trained in yoga and emotional sensitivity. So, no stiff wire pain, just that euphoric “oh wait, I forgot I was wearing a bra” feeling.
Courtesy of Victoria Secret
Executive Creative Director Adam Selman summed it up with this: “We wanted the campaign to show movement and freedom and the flexible ease of our newest Body by Victoria styles.” Translation: less restriction, more real life. And this time, it’s not just a marketing line — sizes go from 30A to 44G, meaning the FlexFactor isn’t just for girls who “don’t really need a bra anyway” (you know who you are).
