For anyone hoping to become a lingerie model, the path to success can seem obscure. Open casting calls may kick-start your career, but how did the world’s most famous lingerie models make a success of it?
Behind the beauty and allure of the glossy billboards, TV spots, and magazine ads are diverse journeys that reveal persistence, adaptability, and a bit of luck.
From country bumpkins who became household names to social media grafters, each tells a different story of how success can be built in such a competitive industry.
When it comes to lingerie models, Gisele Bündchen has one of the most successful careers to date. Her greatest lingerie modelling triumph was signing a five-year contract with Victoria’s Secret, one of lingerie’s most prestigious brands. She famously wore the Red Hot Fantasy Bra in 2000, valued at a Guinness World Record–breaking $15 million.
Despite being scouted in a Sao Paulo McDonald’s, her big break was on the catwalk at Alexander McQueen in 1997. After that, she became a lingerie and swimwear favourite of luxury fashion and high street labels alike, from H&M to Burberry.
Even when not specifically booked on swimwear or lingerie modelling, Bündchen’s gorgeous figure is often front and centre: She’s appeared topless in ads for Versace Jeans, Givenchy Jeans, and Chanel No 5.
Her career shows how an early discovery with a strong runway foundation can lead to lucrative long-term lingerie modelling partnerships with major brands.
Credit: Denis Makarenko/Shutterstock
Adriana Lima is one of the world’s best-known lingerie models, in no small part because of her tenure as a Victoria’s Secret Angel.
Lima is, to date, the longest-serving Victoria’s Secret Angel. She made her debut on the Victoria’s Secret runway in 1999 at age 17, and opened five times for the global lingerie brand during her time as an Angel. She even wore the Fantasy Bra three times – in 2008, 2010, and 2014 – second only to Heidi Klum.
The seasoned Angel finally stepped away in 2018, after almost two decades wearing her wings. Her fame as a Victoria’s Secret model led to other lucrative contracts, such as global spokesmodel for Maybelline, starring in ad campaigns for print and television.
But it didn’t all fall into her lap. Lima worked hard from the beginning, entering a Ford Models modelling contest in Brazil to help her capture the attention of major agencies, ultimately signing with Elite.
Her success as a Victoria’s Secret Angel shows how consistency, hard work, and charisma can sustain a model’s relevance for years.
Andrea Raffin/Shutterstock
Candice Swanepoel was discovered while she was still in school. She’s since appeared in major runway shows for brands such as Dolce & Gabbana and become one of the most influential models for lingerie, with over 20 million followers on Instagram.
She built her fame as a Victoria’s Secret catwalk and campaign model and was picked to wear the Fantasy Bra in 2016, and she has also collaborated with numerous fashion and beauty brands and has her own swimwear line, Tropic of C.
She’s put her lingerie modelling expertise to use with figure-hugging sportswear brand Alo and appeared in underwear on the cover of Perfect, V Mag, and Vogue Brasil.
Swanepoel’s success shows how important social media is to a modelling career. Online influence now matters as much as print and runway work. Models who cultivate strong followings can command major brand partnerships and sponsorships.
Ashley Graham entered the lingerie modelling industry as a plus-size model at a time when models for lingerie were far less diverse than today. As the first plus-size model to be on the cover of the Sports Illustrated Swimsuit Issue, in 2016, she’s carved her own path, championing body positivity along the way.
Beyond lingerie modelling campaigns for brands including Lane Bryant, Calvin Klein, and Victoria’s Secret, Graham has designed her own underwear ranges for Addition Elle and Knix.
Her success ranges from commercial to editorial, high fashion, and beauty. She’s fronted major publications including Vogue, Elle, and Harper’s Bazaar, and she’s been the returning face of top brands such as Dolce & Gabbana, Michael Kors, and Revlon.
Graham’s career as one of the world’s foremost lingerie models shows how authenticity and activism don’t have to hold you back as a lingerie model. They can open doors to new opportunities and help you stand out.
British model Suki Waterhouse’s career began when she was scouted at age 16 in a London “Topshop or H&M.”
She has modelled lingerie for Marks & Spencer and DKNY, and worked with mainstream fashion and beauty brands such as H&M, Tommy Hilfiger, and Redken.
Waterhouse’s varied career shows that you don’t have to become a Victoria’s Secret model to be a top player in the field. For her, versatility was key to her success, balancing lingerie work with broader fashion and beauty clients. And let’s not forget her acting and singing career!
Credit: Fred Duval/Shutterstock
Russian model Irina Shayk started comparatively late, at age 19. Her first big contract was a campaign for lingerie giant Intimissimi in 2006.
From there she was featured on the cover of Sports Illustrated’s Swimsuit Issue in 2007, and by 2016 she was the third model ever to make 10 appearances in the magazine.
In addition to dominating the world of swimsuit and lingerie modeling, she is also a successful high-fashion model, having walked for Marc Jacobs, Diane von Furstenberg, and Givenchy.
Shayk’s success shows that, with determination and self-belief, you can rise to the top even if you’ve started a little late.
Dutch-Egyptian lingerie model Imaan Hammam was scouted at the age of 13 in Amsterdam Central Station.
Like most top models for lingerie, she’s featured in campaigns and on the catwalk for Victoria’s Secret. She’s also appeared in lingerie ads for brands such as Swarovski. Her success stretches into high fashion, too, with campaigns for Celine, Coach, and Maison Margiela, plus high-street brands such as H&M and Topshop.
Hammam is a proud and practising Muslim who no longer works during Ramadan so she can fast without it affecting her health and performance. Her success signals new industry standards where varied identities are celebrated.