Josephine Skriver Fashion Campaigns: A Model's Dynamic Portfolio

Josephine Skriver's working portfolio looks more structured than most of her cohort peers'. The Danish model has run on a single Maybelline ambassador contract since 2017, built a long Wolford and Tommy Hilfiger stretch, co-founded the JoJa Activewear brand with Jasmine Tookes in 2020, and has carried the most substantive LGBTQ+ family advocacy record inside the Victoria's Secret class she came up through. The pieces fit together more deliberately than the press tends to read them.

This is a working brief on what the campaign portfolio consists of and how the parallel business and advocacy work sits alongside it.

The Copenhagen family and the Palads Cinema scouting

Skriver was born April 14, 1993 in Copenhagen, Denmark. Her mother is a lesbian and her father is a gay man; both parents had decided in advance to co-parent, and Skriver was conceived through assisted reproduction. The 1990s Danish reproductive medicine system had an early LGBTQ+ family programme that her parents used, and the resulting two-household, two-parent arrangement is the family background that has anchored her public advocacy work since.

The 2008 scouting at fifteen happened during a family movie outing at the Palads Cinema in central Copenhagen. A scout from Unique Models, the Copenhagen agency that has run the development pipeline for most of the country's working models for the past three decades, approached her in the cinema lobby. Helena Christensen and Mette Mailand were the recognisable previous-generation Unique alumnae. Skriver signed shortly after.

The 2009 to 2011 work ran across the Copenhagen and continental European editorial circuit. The 2011 move to New York and the IMG Models signing at eighteen brought her into the international working market. The 2011 to 2013 stretch ran through Vogue, W, and Harper's Bazaar. The November 2013 Victoria's Secret Fashion Show debut at twenty as a non-Angel cast member put her into the formal Angels evaluation cycle.

The 2016 Angel signing and the cohort context

The April 2015 Angels-cohort expansion brought Romee Strijd, Taylor Hill, Stella Maxwell, Sara Sampaio, Lais Ribeiro, Kate Grigorieva, Jac Jagaciak, Martha Hunt, Jasmine Tookes, and Elsa Hosk formally into the senior Angels framework. It remains the largest single Angel-cohort expansion in the brand's history. Skriver was added the following year, in early 2016, as the second wave of the same expansion.

She walked the 2016, 2017, and 2018 Victoria's Secret Fashion Shows as a contracted Angel. The November 2018 New York show was her final Angel runway before the brand cancelled the 2019 show and paused the franchise. For the broader Angels framework, our Victoria's Secret models and the new supermodel standard covers the brand's casting evolution since the 2018 reset.

The Maybelline contract: nine years and counting

The Maybelline New York ambassador contract that Skriver signed in 2017 has now run for nine years. The contract has covered the recurring Lash Sensational mascara cycles, the SuperStay Matte Ink lip work, the Fit Me foundation campaigns, the SuperStay Vinyl Ink launches, and the Lifter Plump and Master Pigment lip and eye work.

The relevant historical context is the previous Maybelline ambassador cohort. Adriana Lima carried the contract from 2003 to 2018. Gigi Hadid took it from 2018 to 2022. Christy Turlington had been an earlier face. Skriver is the longest-running current Maybelline ambassador inside the working supermodel cohort. The visual register she has worked inside the campaigns has been a Scandinavian minimal-and-natural register that has matched the brand's contemporary positioning better than the previous heavier-glamour register.

Wolford, Tommy Hilfiger, H&M

The Wolford contract Skriver ran across 2016 to 2022 became one of the longer single supermodel collaborations the Austrian luxury hosiery and lingerie brand had built in its modern era. The work covered the seasonal hosiery and shapewear cycles, the Wolford Bodywear collections, and the Studio AMV creative direction work.

The Tommy Hilfiger collaboration ran from 2016 to 2024 and overlapped with the brand's Tommy x Gigi collection programme. Skriver appeared in the Spring/Summer and Fall/Winter cycles, the Tommy Sport campaigns, and the Tommy Jeans work. The contract was one of the longer non-Hadid-family Tommy Hilfiger relationships of the period.

The H&M work, which ran 2016 to 2019, covered the H&M Conscious sustainability campaigns, the H&M Beauty and H&M Lingerie sub-brand cycles, and the recurring seasonal campaign work.

The luxury campaign portfolio across the working years has run through Versace, Chanel, Dior, Fendi under Karl Lagerfeld and then Silvia Venturini Fendi, Calvin Klein Jeans and Underwear, Marc Jacobs, and La Perla.

JoJa Activewear and the parallel business

The JoJa Activewear brand that Skriver co-founded with Jasmine Tookes in 2020 is the substantive piece of the post-Angel career. JoJa sits in the mid-tier of the post-Lululemon technical activewear market. The product line has covered the leggings, sports bra, and athleisure work, and the brand has been positioned through the Skriver and Tookes social channels rather than through legacy retail partnerships.

The 2020 wellness book Strong, which Skriver co-wrote with Tookes, ran across the American and international lifestyle publishing channels and supported the early JoJa launch. The two had been close friends across the Angels years, and the joint business has run alongside their parallel individual campaign work without competing with it.

The 2022 DeLeon marriage and the family advocacy

Skriver married Alexander DeLeon, lead singer of The Cab and the electronic project Bohnes, in September 2022. The couple had been together since 2013. The wedding ran at the Mar de Cortez resort in Cabo San Lucas, Mexico. Skriver's household has continued to triangulate between New York, Los Angeles, and Copenhagen since.

The LGBTQ+ family advocacy is the most substantive public work outside the modeling career. Skriver has talked openly about her family background since the 2014 Marie Claire feature, the Cosmopolitan and Glamour interview cycle, and the recurring Pride Month programming. The Family Equality Council partnership she has carried since 2015 to 2016 has been the formal organisational anchor of the work, and the recurring annual programming on legal recognition and reproductive access for LGBTQ+ families has continued across the past decade.

This is, in plain terms, the most substantive advocacy record inside the 2015 Angels cohort. The advocacy has not been campaign-window press work. It has been a continuous public engagement that has run for over a decade.

What the portfolio tells you

Three things are worth pulling out of the full portfolio.

The single longest-running ambassador contract in the working portfolio is Maybelline at nine years and counting. Long Maybelline contracts are the rule rather than the exception in the contemporary supermodel cohort, and Skriver's tenure puts her in the same income-stability category that the Adriana Lima decade and the Gigi Hadid period each anchored.

The JoJa Activewear partnership with Jasmine Tookes is structurally distinct from most working-supermodel side businesses. The two founders are co-equal, the product line has stayed reasonably narrow rather than expanding into the full lifestyle range, and the social-channel marketing model has worked because both founders have substantial individual audience footprints.

The LGBTQ+ family advocacy is the piece that the broader supermodel-cohort coverage tends to under-weight. Skriver's continuous, decade-long public engagement on family-equality issues has been more substantive than the campaign-window press lines the rest of the cohort have produced on equivalent causes.

For the parallel cohort coverage, our Jasmine Tookes workout routine profile covers the parallel fitness work of her JoJa partner, our Romee Strijd signature runway era profile covers the parallel content-business career, and our Stella Maxwell signature runway era profile covers the parallel high-fashion editorial career inside the same Angels class.

A few quick answers

Skriver's most substantial campaigns are the Maybelline contract running since 2017, the 2016 to 2022 Wolford collaboration, the 2016 to 2024 Tommy Hilfiger relationship, the H&M Conscious work across 2016 to 2019, the recurring luxury work for Versace, Chanel, Dior, Fendi, Calvin Klein, Marc Jacobs, and La Perla, and the Victoria's Secret Angel decade. She started her career after the 2008 Unique Models scouting in Copenhagen at fifteen and signed with IMG Models in New York in 2011. The campaigns matter inside the contemporary cohort because the Maybelline contract, the JoJa business with Tookes, and the family-equality advocacy together produce a working template that is more disciplined than the cohort norm.

For the entry tier of the same industry, our how to become a model industry insider guide covers the career-foundation work.