Why did Victoria’s Secret rehire Kate Upton?

American model Kate Upton has returned to the cover of Victoria’s Secret’s summer catalogue after the company swore never to use her again.

After declaring that Upton’s looks were “too obvious”, Victoria’s Secret has recalled the opinion after she clawed back fame by securing the cover of Sport Illustrated’s Swimsuit Edition.

Upton also made headlines across the US after appearing in Mercedes Benz’s suggestive commercial for the Super Bowl.

After appearing on three recent Vogue covers, the fashion magazine coined the term “The Kate Upton Effect”.

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