Victoria's Secret hosts event to showcase new collection in Delhi

Ambience Mall in Vasant Kunj recently transformed into an epicenter of high-end fashion by hosting Victoria's Secret's exclusive 'Rome After Dark' showcase. The high-profile event centered around the global lingerie giant's refreshed Very Sexy Collection, featuring signature items such as the Shine Strap Push-Up Bra and tailored statement corsets. By integrating immersive theatrical aesthetics with physical retail spaces, mall operators and international brands are successfully countering digital fatigue. Industry data indicates, experiential retail activations generate significantly higher foot traffic conversions, encouraging shoppers to invest in premium apparel categories rather than relying solely on e-commerce browsing.

Celebrity influence and market strategy

The strategic deployment of Bollywood actor and brand ambassador Triptii Dimri added substantial commercial leverage to the launch, highlighting a broader industry trend where global labels utilize localized celebrity equity to connect with urban consumers. The strength of a luxury retail destination lies in the quality of the experiences it creates around world-class brands, notes Arjun Gehlot, Director, Ambience Group. As disposable incomes rise across metropolitan centers, premium intimate apparel and fashion segments are experiencing accelerated growth, prompting retailers to expand their brick-and-mortar footprints while delivering customized, culturally resonant offline shopping experiences.

Maintaining brand equity with celebrity-led marketing

Victoria's Secret operates globally as a premier specialty retailer offering intimate apparel, sleepwear, and beauty products. Targeting modern women through high-end product categories, the brand pursues strategic physical expansions in emerging markets like India. Backed by solid international sales performance, the company continuously leverages celebrity-led marketing to maintain strong brand equity.