One week on from its iconic runway show in New York, Victoria’s Secret has confirmed the opening date of its first Australian store.
The lingerie giant will open a full-scale, US-style location at Chadstone Shopping Centre in Melbourne on November 29.
Up until now, Victoria’s Secret has only operated “mini” boutiques in Australia, which stock briefs, accessories and fragrances but none of the brand’s signature bras.
The Chadstone flagship store will stock the full range of Victoria’s Secret collections including its top-selling Body by Victoria, Very Sexy, Dream Angels, Bombshell, and a line of cotton basics, as well as the brand’s activewear line, Victoria Sport.
Victoria’s Secret operates more than 1600 lingerie and beauty stores globally.
The announcement of the Australian opening date came a week after 60 of the world’s top models strutted at Pier 24 in New York.
They included Adriana Lima, who announced her retirement from the VS runway after 18 years with the brand.
Victoria’s Secret “Angels” Behati Prinsloo, Stella Maxwell, Taylor Hill, Lais Ribeiro, Candice Swanepoel, Jasmine Tookes, Sara Sampaio and Elsa Hosk, who wore the ’90s-inspired diamond-encrusted $US1 million Fantasy Bra, also strutted.
Supermodels Kendall Jenner and Gigi and Bella Hadid also appeared at the VVVIP show.
For the world’s top-paid supermodel, Kendall Jenner, of the famous Kardashian empire, Victoria’s Secret was her biggest modelling dream.
“I do one thing so much, which is the high-fashion stuff, and doing Victoria’s Secret shows a different side of you that you don’t get to show as much in other shows,” Jenner, 23, who has also modelled for Chanel, told News Corp Australia backstage at the Victoria’s Secret show in New York.
“I think’s that cool and fun.”
Victoria’s Secret is believed to be worth $7 billion, according to Forbes.
In July, the brand recorded a 1 per cent decline in sales, with a drop in demand for bras and its activewear line, Victoria’s Secret Pink, but growth in its line of beauty products.
Victoria’s Secret is still raking in serious cash, thanks in part of the massive publicity around the annual fashion show, which is televised to a global audience of more than 1.6 billion viewers.
Overall sales jumped by 4 per cent in the first six months of 2018.
Victoria’s Secret has also opened a temporary pop-up store at Chadstone in the lead-up to the official launch, offering bra fittings.