NEW YORK — Victoria’s Secret has amplified its presence on Broadway in SoHo with a new 24,000-square-foot flagship, nearly five times the size of the store it’s replacing one block south. That space will be entirely devoted to Pink.
The flagship had a soft opening on Friday.
The space for the VS flagship at 591-593 Broadway was assembled by putting two retail properties together: 593 Broadway, formerly a 16,000-square-foot Lounge boutique, and an 8,000-square-foot Eastern Mountain Sports unit at 591 Broadway, in a deal said to be worth more than $100 million.
Robert Cayne, president of Aurora, and his partner, Alex Adjmi of A& H Acquisitions, unified the spaces by relocating the office lobby of the building from the Broadway side to the Mercer Street side. The building, and the VS flagship, have a new address: 166 Mercer Street.
Jared Epstein, vice president of Aurora Capitol, which controls the retail space at 591-593 Broadway, said asking rents on Broadway are between $400 and $500 a square foot.
Victoria’s Secret recently made a similar move in Chicago when it traded a smaller store for a new, much-larger unit several blocks away.
Rebecca Cheng, director of prototype design, store design and construction at Victoria Secret’s parent Limited Brands Inc., said the company was working on three flagship prototypes at the same time — the one on Michigan Drive in Chicago, a unit at the Ala Moana mall in Hawaii, and the SoHo unit.
The SoHo flagship has “more of a focus on fun and flirty and feminine. All the finishes in the store are different. There are a lot of plays on different pinks. Tromp l’oeil is applied to furniture and walls,” she said.
Iconic large-scale lamps are found throughout the store with shades in pink and white stripes or solid pink. VS’ embrace of supermodels is evident in the flagship, where photographs of them hang throughout the store and in a gallery of framed images.
There are new departments and new categories. “We feature an elevated assortment of classic bras, panties and sleepwear,” Cheng said. “We’re introducing a bra salon and panty boutique where the bras and panties are organized by style. Fitting rooms are made to feel a lot sexier and moodier, and they have call buttons” for assistance from staff.
The SoHo flagship has a body match scanner, which uses technology to capture body images to ensure a perfect fit, Cheng said. “Only the Michigan Avenue flagship and maybe one other store has it,” Cheng added.
As one of the most recognizable models in the world, Christy Turlington Burns has an insider’s view of the fashion industry and the allegations of sexual harassment swirling around it. “I can say that harassment and mistreatment have always been widely known and tolerated in the industry. The industry is surrounded by predators who thrive on the constant rejection and loneliness so many of us have experiences at some point in our careers,” Turlington told WWD, along with her suggestions for how the modeling world should protect younger women and men. Read more on WWD.com. Link in bio. (📷: Tony Palmieri) #wwdnews
@asics America has tapped a new brand ambassador: famed DJ/record producer @steveaoki. This initiative is intended to set the tone for the new brand identity and philosophy and will include partnerships with influencers and in-store and off-line activations that will continue into next year. This is Asics’ most significant marketing effort in two decades, and is expected to attract younger consumers to the brand. #wwdfashion
24-year-old Jean Prounis is redefining the rules of jewelry. Formerly a studio assistant to Jemima Kirke and a design apprentice at Ghuran, she focuses on handcrafted subtleties and ancient goldsmithing techniques. “There was a really sterile feel in the environment and I wanted to have jewelry with character that shapes how you wear it everyday,” Prounis said. Each piece is hand made in New York, either by Prounis or three other jewelers in the district. #wwdfashion
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews
“Stranger Things” is getting a new cast member for season 2. Meet @sadiesink_, the 15-year-old who will be joining the Netflix series for its new season. You may recognize her from “The Glass Castle” with Brie Larson and Woody Harrelson, but the Texas native’s next role goes in an entirely different direction. She describes her character, Max, as “a rough and tumble skater girl [who] becomes friends with the boys at school.” The second season debuts on October 27. (📷: @jgreenery) #wwdeye
Amid the Harvey Weinstein controversy, there’s another sector that’s being put under the spotlight for sexual abuse: the modeling industry. While rumors about abuse and sexual harassment of female and male models — and the photographers, agents and others who perpetrated it — have circulated within the fashion world for years, model @cameronrussell started posting stories from models on Instagram last week about abusive situations they’ve encountered — from sexual harassment and molestation to attempted rape. Over 75 have weighed in so far. Read more on WWD.com. Link in bio. #wwdnews
To celebrate its 16th anniversary, @dylanscandybar tapped designers and celebrities to create mosaics out of candy. The mosaics will be auctioned off to support the philanthropic cause of each participant’s choice. Pictured here is the mural created by @aliceandolivia's Stacey Bendet. For a first look at some of the other artwork being unveiled tonight, go to WWD.com. #wwdeye
The annual Veuve Clicquot Polo Classic in Pacific Palisades this weekend drew Kate Hudson, Tracee Ellis Ross, Laura Dern and more. See pictures of the star-studded event on WWD.com. (📷: @chelsealaurenla) #wwdeye
In his new book “Hollywood Royale,” Andy Warhol’s Protégé Matthew Rolston celebrates the Eighties revival of Hollywood glamour. Featuring more than 100 portraits taken by Rolston from 1977 to 1993, the book contains photos of icons like Michael Jackson, Cyndi Lauper, and @drewbarrymore, pictured here in 1991. “Hollywood Royale,” out today, will be accompanied by an exhibition opening at Los Angeles’ Fahey/Klein Gallery on March 1. #wwdeye