US underwear chain Victoria's Secret has unveiled its debut high-end lingerie line, The Victoria's Secret Designer Collection, as it attempts to attract a more affluent consumer.
The just-launched line, which had been kept under wraps until it went on sale this week, was not even promoted during the annual Victoria's Secret Fashion Show back in November -- where a number of pieces from the new line blended in as part of the line-up.
It replaces Victoria's Secret's previous concept of selling upscale lingerie by labels such as Chantal Thomass on the main floor of its stores.
Victoria's Secret president Ed Razek explained to WWD January 24 the company's decision to use the current in-house design team for the line, rather than collaborate with esteemed lingerie creators. "We took it in-house because we have a design team that has such a passion for lingerie, and they differentiate Victoria's Secret from any other brand," said Razek.
On sale at victoriassecret.com and shipping internationally, the collection comprises items ranging from baby dolls, push-up bras, string bikinis and garter belts to corsets.
Despite achieving fame as a high street label, Victoria's Secret is known for dabbling in the realm of extravagant lingerie at its annual fashion show, with a top model having the chance to showcase the label's 'Fantasy Bra'.
At last November's event, Australian model Miranda Kerr took to the runway in a $2.5 million bra, which Long Island-based company London Jewelers hand-stitched with 3,400 gems.
The Designer Collection is rather more accessible, with prices starting at $38 for a garter belt up to $298 for a sheer lace corset.