What you need to know about fash­ion’s most-watched show

The Myanmar Times - - The Pulse -

THE US lin­gerie gi­ant Vic­to­ria’s Se­cret kicked off its hugely hyped an­nual fash­ion show in Paris for the first time yes­ter­day. The brand has al­ready flown in its “an­gels” – in­clud­ing su­per­mod­els Bella and Gigi Hadid and Ken­dall Jen­ner – in what it called the “world’s most glamorous air­plane” for the starstud­ded event on De­cem­ber 5 at which Lady Gaga will per­form.

Here is ev­ery­thing you need to know about the blingi­est event on the un­der­wear cal­en­dar:

Vic­to­ria who? Vic­to­ria’s Se­cret may be a house­hold name in the US, but it is al­most to­tally un­known in France, the coun­try that in­vented lin­gerie. It has only one small shop at Paris Orly air­port. Hav­ing a long tra­di­tion of high-qual­ity sexy un­der­wear, French women have so far been scep­ti­cal of its claims to make “the world’s best bras and sex­i­est lin­gerie”.

Who are the an­gels? Each year the brand as­sem­bles some of the most glamorous lin­gerie models for its show, with Lily Aldridge, Alessan­dra Am­bro­sio and Martha Hunt of­ten fea­tur­ing in its cast of “an­gels”. This year su­per­mod­els the Hadid sis­ters and Jen­ner – Kim Kar­dashian’s half-sis­ter – will join “vet­er­ans” on the cat­walk, Adriana Lima, Josephine Skriver, Lily Don­ald­son and the apt­ly­named Joan Smalls.

What’s the se­cret? Vic­to­ria’s Se­cret has noth­ing to do with Queen Vic­to­ria’s fa­mously vo­lu­mi­nous silk knick­ers. No “Vic­to­ria” ever ex­isted, although the brand’s name is a play on Vic­to­rian prud­ish­ness. It was the brain­child of Cal­i­for­nian Roy Ray­mond who was so em­bar­rassed about try­ing to buy lin­gerie for his wife that he set up a mail or­der com­pany to save his blushes. He sold it in 1982 to its present owner Les Wexner for US$1 mil­lion, who sprin­kled his star­dust and upped prices. The rest is his­tory, with sales hit­ting $7.6 bil­lion last year. While his old busi­ness boomed, Ray­mond had less luck and killed him­self in 1993.

Mak­ing a show Vic­to­ria’s Se­cret mar­ket­ing cen­tres on an an­nual star-stud­ded fash­ion show and mu­si­cal ex­trav­a­ganza. Now in its 21st year, it will be shown in 190 coun­tries from De­cem­ber 5.

Along­side its winged “an­gels” mod­el­ling its colour­ful lin­gerie, the cen­tre­piece of the show – which cost $20 mil­lion in 2014 – is a con­cert fea­tur­ing ma­jor mu­sic stars. This year’s head­lin­ers are Lady Gaga, Bruno Mars and the Cana­dian elec­tro star The Weeknd. But the high­light of the night re­mains the un­veil­ing of the year’s jewel-en­crusted “fan­tasy bra”. This year’s is set with emer­alds and di­a­monds and costs $3 mil­lion.

The per­fect body The brand has reg­u­larly faced crit­i­cism for pre­sent­ing women with an un­re­al­is­tic body imag­ine. In 2014 it caused a so­cial me­dia storm with its slo­gan “The per­fect Body” for its new line of Body bras. Faced with the anger, it changed the slo­gan to “The Body for ev­ery body”. This year for­mer “an­gel” Erin Heather­ton de­nounced the pres­sure to stay ul­tra-slim and said she would no longer model for the brand.

Sports trainer to the stars Va­lerie Or­soni told AFP that some of Vic­to­ria’s Se­cret models “have fan­tas­tic genes but few are what you would call healthily toned”. The San Fran­cis­cobased coach said she sus­pected that to stay thin be­fore shows many models use juice-based di­ets. Mil­i­tary prepa­ra­tion To win their wings, Vic­to­ria’s Se­cret models have to suf­fer. Cast­ing starts months be­fore the show, and this year the brand has hyped up the build-up on so­cial me­dia with the hash­tag #train­likeanan­gel, show­ing models work­ing out to get in shape for the cat­walk. Or­soni said it was a very clever piece of “mar­ket­ing to make us be­lieve they are just like us”. The cam­paign is also about pro­mot­ing the brand’s new sports­wear line, which has re­placed its swim­suit range. Why Paris? Mar­ket leader in the US with nearly 1000 shops, the brand is still a min­now in the lu­cra­tive Euro­pean mar­ket. In­dus­try an­a­lyst Yves Marin of con­sul­tants Wave­stone said choos­ing Paris as it venue shows “they want to in­vest in the con­ti­nent be­cause apart from Bri­tain, they are not re­ally present in Europe”. And their tim­ing could not be bet­ter. “It’s a great brand and com­mer­cial lenders are look­ing for new brands,” he said. –

Vic­to­ria’s Se­cret An­gels cel­e­brate their ar­rival in Paris ahead of the De­cem­ber 5 Fash­ion Show.

Newspapers in English

Newspapers from Myanmar

© PressReader. All rights reserved.