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NEW YORK — A Victoria’s Secret store window on Manhattan’s West Side came alive Wednesday.
Rather than risqué mannequins known to sometimes provoke local parents, the window in the front of the company’s Broadway and 67th Street store featured model Adriana Lima, whose presence marked the launch of Victoria’s Secret Beauty’s “Secrets” collection of fragrances. Secrets began selling in the company’s 500 beauty formats last week.
The 20-year-old Brazilian beauty was unveiled in the window’s boudoir setting when a powder pink curtain that read: “The Sexiest Secret in New York? Revealed Here” was slowly opened Wednesday morning.
Clad in a brown nightgown with gold trimming and gold high-heeled strap sandals, both by you-know-who, Lima played to a crowd of roughly 45 people, including media cameramen and men with cameras. During a two-and-a-half minute routine, she primped, pranced and spritzed the new fragrance.
“The [Secrets] advertising has Adriana and it’s a little voyeuristic,” said Sherry Baker, executive vice president and chief marketing officer for Victoria’s Secret Beauty. “We wanted to bring that to life. This [window] is showing one of her secrets — a view into her boudoir.”
The in-window appearance was a first for Lima, who has worked with Victoria’s Secret for three years. “It was fun,” she said. But Lima was mum when asked which of the five scents — Secret 33, 55, 66, 77 or 88, as each is named — she was spritzing while on display, saying only, “It’s a secret.”
Lima, who is also appearing in New York’s spring ready-to-wear presentations this week, was not the only model-around-town Wednesday. Later that morning, at Equinox in the new Atlas luxury high rise, located near the Fashion District, Naomi Campbell was recruiting participants for this Sunday’s God’s Love We Deliver charity run-walk in Central Park.
This story first appeared in the September 20, 2002 issue of WWD. Subscribe Today.