NEW YORK — Victoria’s Secret let out all the stops Thursday for the national launch of its subbrand Pink at the Victoria’s Secret megastore at Herald Square.

Pink lingerie, intended for 18- to 22- year-olds with smaller proportions, was tested in 15 Victoria’s Secret stores in 2002 and was expanded to more than 50 units that year. The label and related lifestyle items are expected to be rolled out to another 150 to 200 doors by the end of this year.

Echoing the hoopla that accompanied the introduction of Wonderbra in 1994, Victoria’s Secret kicked off its multimedia event with Pink spokeswoman and supermodel Alessandra Ambrosio stepping out of a customized Hummer painted in Pink’s trademark pink-and-white logos with a VS Pink license plate. An oversized Pink mascot dog trailed behind the Hummer, as a promotional float, which caused a traffic jam.

There also were members of Team Pink, a group of 40 women recruited by Victoria’s Secret at 25 colleges nationwide, who stepped out of a pink-and-white stretch limo clutching pink striped and polkadot toy dogs as they tossed pink frisbees with the label’s logo at passersby.

Encompassing bras, panties, daywear, at-homewear, robes and beauty products as well as apparel, Victoria’s Secret posted annual revenues of $3.81 billion in 2003 for its combined retail and catalogue operations, up from $3.58 billion in 2002, and $3.27 billion in 2001.

The company did not return phone calls regarding information on the Pink subbrand.

On the second level of the Herald Square flagship, Mike Staruch, a tourist from Greensboro, N.C., photographed the fanfare in the Pink department, which takes up about a third of the floor.

“I was on my way to the Empire State Building and I saw all of these cameras,” Staruch said. “All of this hype is very interesting, but if it sells the product, I guess it works.”

Joe and Tammy Porter of Zanesville, Ohio, were on hand to photograph their daughter, Amy, who was a Pink Team member from Ohio State University.

“They went to the campus and interviewed 1,000 or so students and they chose Amy,” her mother said. “They did a lot of on-camera interviews.”

This story first appeared in the July 30, 2004 issue of WWD. Subscribe Today.

Jennifer Wood, a Pink Team member from San Diego State University, said, “This is the best experience I’ve ever had, a once-in-a-lifetime experience.”