A woman has celebrated making history by becoming the first model with Down's syndrome to pose for Vocitria’s Secret.
Sofia Jirau, a 25-year-old Puerto Rican model and activist told followers she is taking part in the American lingerie brand's new Love Cloud campaign - advertising the collection of everyday underwear.
Sofia’s career has been gathering steam since she made her catwalk debut at New York Fashion Week in February 2020 and she has been attracting the attention of the fashion industry throughout the pandemic.
She took to social media to share her delight at posing for Victoria’s Secret, calling it ‘a dream come true’ but some online commenters have raised concerns about sexualising people with Down’s syndrome, saying they had ‘mixed emotions’ about the campaign.
Victoria’s Secret has launched a string of initiatives over the past few years to try and regain credibility in the face of declining sales and past accusations of a culture of misogyny at the business.
Recent moves by the company include its first mastectomy bra, racially diverse models promoting underwear in different skin tones, and hiring transgender beauty Valentina Sampaio after being criticised for its lack of diversity.
Victoria’s Secret as previously branded a 'transphobic, fat phobic company that sets out to exclude most women', by TV star Jameela Jamil while shop closures and the cancelling of its high-profile catwalk showcase have added to the company's woes in recent years.
Celebrating the news of her campaign today on Instagram, Sofia said: 'One day I dreamed of it, I worked on it and today it is a dream come true. I can finally tell you my big secret… I am the first Victoria's Secret model with Down's syndrome.'
Sharing a black and white picture of her modelling the brand's bra, she continued: 'Thanks to all of you for always supporting me in my projects. Thanks to @victoriassecret for seeing me as a #NoLimits model and making me part of the Love Cloud Collection inclusion campaign. This is just the beginning, now it's formed.'
'Inside and out there are no limits, Alavett,' she said, quoting her own brand, which is named after the English phrase 'I love it.'
Sofia shared a black and white snap of herself wearing a floral balcony bra from the brand with her 167,000 followers.
As well as modelling, she works as an activist with her No Limits campaign, called Sin Límites, which aims to raise awareness about Down’s Syndrome.
Sofia also founded her own brand, Alavett, launching its online store in 2019.
She came to global attention when she made her catwalk debut at New York Fashion Week in February 2020. She said she hoped her success would inspire other people with Down’s.
Speaking at the time she said: “I am proud as one of the few models with Down's syndrome who have managed to participate in the important fashion event.
“Modelling in the United States was the beginning of conquering the dream I have had since an early age - to model on the most important runways in the world.”
Victoria’s Secret launched their Love Cloud collection on Monday designed to be comfortable everyday underwear as part of their ongoing efforts to rebrand.
The campaign sees 18 women modelling the range, some are professional models while others are inspiring women, to reinforce the message that the brand is for everyone.
The inclusive campaign features Celilo Miles, a Nez Perce Tribe-Wildland firefighter and Sylvia Buckler, an accessory designer who models the bra while cradling her pregnant belly.
Speaking to Vogue, Celilo said she still cannot believe she was selected for the campaign.
'I used to watch the Victoria's Secret fashion show and wish that I could be up on that stage.
'Everyone wanted to be in that club, but you knew you didn’t belong there, she said.
She added that when she started modelling she tried to lose weight in order to fit a size she could not sustain because she believed it was the done thing.
The campaign also features plus-sized models like Paloma Elsesser, and Devyn Garcia.
Vogue has noted the collection is the first under the tenure of Victoria's Secret's new creative director Raúl Martinez, who has been working hard at rethinking how the brand markets itself to women.
