Victoria’s Secret gets a makeover with new flagship boutique at Ion Orchard

SINGAPORE – The times, as they say, are a-changin’, and so is Victoria’s Secret.

The Singapore boutiques of the American lingerie retailer typically resemble a nightclub, with black walls, size zero mannequins and massive, intimidating photos of shapely poster girls formerly known as Angels.

But a makeover is under way – and it starts with the brand’s new flagship boutique, which opened at Ion Orchard in early November.

Called Store of the Future, the updated space is warmer and more welcoming, featuring soft lighting, mannequins of various sizes, more inclusive products and brighter fitting rooms.

As part of its “grand transformation”, the brand wants to create a space that “inspires women with products and experiences that lift and champion them”, according to Mr Greg Unis, brand president of Victoria’s Secret & Co.

Expect an assortment of fashion-inspired collections, including sleepwear, loungewear and athleisure, as well as body-care products and fine fragrances.

With bra sizes ranging from 32A to 38DDD, including nursing bras and mastectomy bras that were launched in 2021 to cater to breast cancer survivors, shoppers will now have a wider range of lingerie to choose from than before.

Additionally, the brand has expanded its apparel sizing up to XXL, a significant transformation from previous years when sizes were limited to L.

Victoria’s Secret icons Sui He (left) and Taylor Hill were in town in early November to attend the launch of the store. PHOTO: VICTORIA’S SECRET

There will also be Fragrance Fit Experts on standby to give personalised recommendations at the beauty and fragrance bar, which spotlights a range of fine fragrances, scents and mists.

The first Victoria’s Secret Store of the Future was unveiled nearly two years ago to great fanfare in Chicago, United States, boasting a gender-neutral collection and technologically-assisted fitting rooms with screens that allow shoppers to view and order the brand’s full collection. Both features are not available in Singapore.

Victoria’s Secret stores now carry a range of inclusive sizing. PHOTO: VICTORIA’S SECRET

The Victoria’s Secret Store of the Future in Singapore is located at B2-28, Ion Orchard, 2 Orchard Turn.