Victoria’s Secret gets a makeover with new flagship boutique at Ion Orchard

SINGAPORE – The times, as they say, are a-changin’, and so is Victoria’s Secret.

The Singapore boutiques of the American lingerie retailer typically resemble a nightclub, with black walls, size-zero mannequins and massive, intimidating photos of shapely poster girls formerly known as Angels.

But a makeover is under way – and it starts with the brand’s new flagship boutique, which opened at Ion Orchard in early November.

Called Store of the Future, the updated space is warmer and more welcoming, featuring soft lighting, mannequins of various sizes, more inclusive products and brighter fitting rooms.

As part of its “grand transformation”, the brand wants to create a space that “inspires women with products and experiences that lift and champion them”, according to Mr Greg Unis, brand president of Victoria’s Secret & Co.

Expect an assortment of collections, including sleepwear, loungewear and athleisure, as well as body-care products and fine fragrances.

With bra sizes ranging from 32A to 38DDD, including nursing bras and mastectomy bras that were launched in 2021 to cater to breast cancer survivors, shoppers now have a wider range of lingerie to choose from.

Additionally, the brand has expanded its apparel sizing up to XXL, a significant departure from previous years when sizes topped out at L.

There are also Fragrance Fit Experts on standby to give personalised recommendations at the beauty and fragrance bar, which spotlights a range of scents and mists.

The first Victoria’s Secret Store of the Future was unveiled nearly two years ago to great fanfare in Chicago, United States. It had gender-neutral apparel and technologically-assisted fitting rooms with screens that allowed shoppers to view and order the brand’s full collection. Neither are available in Singapore.

The Victoria’s Secret Store of the Future in Singapore is located at B2-28, Ion Orchard, 2 Orchard Turn.