Saturday 20 October 2018

Exclusive: First look at Victoria's Secret's new flagship store in Dublin

Victoria's Secret in Dublin
Victoria's Secret in Dublin
Victoria's Secret in Dublin
Victoria's Secret in Dublin
Victoria's Secret in Dublin
Victoria's Secret in Dublin
Victoria's Secret in Dublin
Victoria's Secret in Dublin
Victoria's Secret in Dublin
Victoria's Secret in Dublin
Victoria's Secret in Dublin
Victoria's Secret in Dublin
Victoria's Secret in Dublin
Victoria's Secret in Dublin
Victoria's Secret in Dublin
Caitlin McBride

Caitlin McBride

After nearly a year of anticipation, Victoria's Secret has at last opened the doors to its flagship Irish store.

The three storey property is spread out across 2,700 square metres on Dublin's Grafton Street in the space previously occupied by BT2, opening just in time for Christmas. On Monday night, the lingerie giant held a preview for press and bloggers, but Independent.ie Style was given a private tour this morning, hours before it opened its doors to the public to waiting crowd, some of whom arrived as early as 6am.

Although no Angels were there to launch the new store, it's clear its models are the lifeblood of the brand as framed images of Lily Aldridge, Stella Maxwell, Romee Strijd and co, adorn the walls and fitting rooms, while dressers are accessorised with coffee table books in honour of its Angels. On the ground floor, customers are greeted with a dramatic silver staircase where footage of the Victoria's Secret Fashion Show plays on repeat, as it does behind the tills on its three floors.

Its decor is in keeping with the brand's retail aesthetic: bright, colourful, modern and youthful, like its models - and its diehard customers. For girls still too young to appreciate the value of a good bra, there is a popular range of body lotions, sprays and cosmetic cases.

Victoria's Secret in Dublin
Victoria's Secret in Dublin

Its art-deco inspired interior homes electric pink signage, fittingly for its PINK range, alongside its more traditional offerings like the white and pink silk robe synonymous with its early days and now, the required uniform for models at the fashion show.

Expert bra fitters are on hand across all its fitting rooms, while each room has a service buzzer meaning you don't have to endure the indignity of the looking-your-head-out-the-fitting-room-door-while-just-wearing-a-bra-and-underwear move we have all perfected by now. And as every bra fitter will tell you, you might be surprised at your size.

There are 1,600 stores around the world and two smaller branches at Dublin Airport in Terminals 1 and 2.

Prices vary, with t-shirt style bras starting at €35 and leggings from €55. Last night's preview was also attracted the attention of animal rights protestors.

Get the full tour, here:

Online Editors

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