Those who have a fear of hot pink, mirrors and dark spaces should stay well clear from the top end of New Bond Street from tomorrow for Victoria's Secret is finally opening its doors.
The American lingerie giant, as famous for its cast of formidable models (or Angels, as they are christened) as its prolific offering of bras and 'panties', has spared no expense on its UK flagship store.
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Occupying 40,386 square feet across four floors, the choice on offer is overwhelming, as is the décor. Open until 9pm every weeknight, teenagers could probably make a night out of a trip to the store; a pumping soundtrack, gigantic mirrored staircase, fitting rooms made to look like boudoirs and toilets mean there's little need to step out on to nearby Oxford Street with all its meandering tourists and cheap pizza odours.
Neon lace; memory padding; super-padding; sequin-embellished; one-size-fits-all thongs; it's all here for the taking, not forgetting the extensive loungewear on offer (think yoga pants, hoodies and loose cotton tops). Younger girls will be immediately taken by 'Pink', the "youthful, collegiate-inspired" collection which dominates the basement and places more emphasis on wholesome flirtyness than goddess-like sex appeal.
READ: Victoria's Secret opens in the UK: What to expect
And as if that wasn't enough, a wall of 15 fragrances, including the latest limited-edition scent 'London', created in the store's honour, welcome shoppers into the glitzy emporium. However only the super-rich or super-famous will be welcomed into the top floor VIP section. Suites, complete with vintage-inspired bathrooms mean the likes of Rihanna can try on, swap colours and change her mind all over again as her entourage sip Champagne looking out over the terrace. Yes, we're serious.
Frustratingly, the flagship has inherited US sizing tags, which means customers have to go one cup size down from their usual size in order to measure up. Fortunately, there's an abundance of trained fitters on hand to help - many of whom have trained in the US pre-launch to get sizes just right, and flashing buzzers on changing rooms mean shoppers needn't flash their flesh to all and sundry when in need of assistance.
READ: Victoria's Secret already upsetting Bond Street neighbours
While the store is sadly set to open without the anticipated fanfare tomorrow, it's definitely worth making a trip down to see the one-off creations Angels Miranda Kerr, Adriana Lima, Candice Swanepoel and co wore to the annual Victoria's Secret catwalk extravaganza last November. The costumes are dotted around the store and the shop windows, along with dozens of portraits of the genetically-blessed upon the walls. A glamorous bit of thinspiration if ever we saw it.
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