Victoria’s Secret is ready to hit London on July 25, in time for the Olympics

We were very excited when Victoria’s Secret – the sexy American underwear label – announced they are to launch their first London store this year. And now details of the much anticipated opening have finally been revealed, as the super brand confirmed they are to open their first store in time for the Olympics. The first Victoria’s Secret store will be set on the corner of London’s New Bond Street and Brook Street and will open on 25^th July and is rumoured to be launching a super hot runway show featuring the brand’s world famous “Angels”. Former and current Angels include Heidi Klum, Gisele Bündchen, Miranda Kerr, Rosie Huntington-Whiteley and new model and mum Alessandra Ambrosio.

The flagship launch will be followed the next day with the opening of its second store at Westfield Stratford, which is conveniently situated next door to the Olympic Stadium.

Part of the company’s expansion plans include three smaller stores that will be tested in locations across the capital. The American bred brand Limited Brands, which also owns La Senza, started out in 1977 by Roy Raymond who was too embarrassed to purchase lingerie for his wife in little department stores. There are now over 1,000 stores in North America, Canada and the Middle East. We’d say an opening over here is well over due! As well as selling beautiful lingerie, Victoria’s Secret also sell nightwear, swimwear and cosmetics including some seductive scents and jeans. A regular on the runway, their collections are always a hit on the catwalk and are sure to be on the high street too. Something tells us the guys will be pretty pleased to see the arrival of the angels in town too.

Siobhan Copland