When you think about the era of the "Uber-model," one name basically nukes every other contender: Gisele Bündchen. She didn't just walk the runway; she stomped on it so hard she changed the entire direction of the fashion industry. Before she showed up, the "heroin chic" look was everywhere. Pale skin, dark circles, a certain gauntness that felt heavy. Then Gisele Bündchen, the Victoria’s Secret model who would define a decade, arrived with a tan, a "horse walk," and a level of energy that felt like a jolt of caffeine.
Honestly, it’s hard to overstate how much she meant to that brand.
She wasn't just another girl in wings. She was the anchor. In 2000, she signed a $25 million contract with Victoria’s Secret. At the time, that was unheard of. It wasn't just a job; it was a hostile takeover of the pop culture zeitgeist. People didn’t just watch the fashion show for the music anymore. They watched to see what Gisele would do.
The Victoria's Secret Model Era: More Than Just Wings
What most people get wrong is thinking Gisele was always comfortable in that role. You’ve seen the photos of her in the $15 million Red Hot Fantasy Bra—which, by the way, is still the most expensive piece of lingerie ever made according to Guinness. She looked like a goddess. But inside? She was kind of struggling.
In her memoir, Lessons: My Path to a Meaningful Life, she admits that as the years went on, the "barely-there" outfits started to wear on her. She felt less like a person and more like an object.
"Give me a tail, a cape, wings—please, anything to cover me up a little!" she once wrote.
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It’s a weird paradox. The very thing that made her the highest-paid model in the world for 15 years straight was also the thing she wanted to hide from. She actually had a specific rule about her back being covered. She didn't want the cameras catching her from behind while she was in a thong. It’s those little nuances that show she wasn't just following orders. She was managing her brand even then.
The Famous Horse Walk
If you want to know why designers like Alexander McQueen and brands like Victoria’s Secret obsessed over her, look at her feet. She pioneered the "horse walk."
Most models glide. Gisele stomped.
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She would pick her knees up high and kick her feet out in front. It was aggressive. It was confident. It was exactly what the brand needed to transition from a catalog company to a global entertainment powerhouse.
Why She Walked Away from the Millions
By 2006, Gisele was responsible for roughly 80% of her own income through her Victoria’s Secret contract, but she was exhausted. The travel, the constant store openings, the feeling of being "on" all the time—it was too much.
She didn't use a high-powered consultant to make her exit strategy. She used a teacup.
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Seriously.
She wrote "yes" and "no" on two scraps of paper, scrunched them up, and put them in a cup. She closed her eyes and told herself that whatever she pulled out would be the final word. She pulled "no." And just like that, the most iconic Victoria’s Secret model era ended.
Life After the Catwalk
Gisele didn't disappear after she handed back her wings. She pivoted. She became a UN Environmental Ambassador. She launched a skincare line. She showed that you could be the "Brazilian Bombshell" and a serious business mogul at the same time.
Even now, years after her official runway retirement in 2015, her influence is everywhere. You see it in the way new models try to mimic that power-stomp. You see it in the way the industry has had to grapple with the "sexy vs. comfortable" debate she was internally having decades ago.
What You Can Learn from Gisele’s Career
Gisele’s time as a Victoria’s Secret model isn't just a series of pretty photos. It's a masterclass in career longevity and boundary setting.
- Own your "Uniqueness": She was teased for being "tall and skinny" as a kid in Horizontina, Brazil. She turned those exact traits into a $400 million net worth.
- Trust your gut (or the teacup): When a situation no longer aligns with who you are, it’s okay to leave, even if it’s the majority of your income.
- Negotiate your terms: She demanded capes and cover-ups because she knew her value. She wasn't just lucky to be there; they were lucky to have her.
If you’re looking to apply the "Gisele Method" to your own life, start by identifying your "horse walk"—that one thing you do differently than everyone else in your field. Don't smooth it out. Lean into it.
Next, take a hard look at your current "contracts," whether they're professional or personal. Are you saying "yes" to things that make you want to hide behind a cape? It might be time to find your own version of a teacup and make a choice that favors your future self over your current paycheck.