A mammoth corner site on London's prestigious Bond Street has been secured for the first flagship shop and although building hiccups have meant that the glitzy opening has continued to be delayed, the launch date is almost here ... and not everybody is happy about it.
Designer department store Fenwick has been located at 63 New Bond Street since 1891 when it opened as a small shop offering exclusive tailoring for ladies.
Model Barbara Palvin models a vintage style lingerie set from the brand's spring/summer ranges
These women are probably not the target market for Victoria's Secret who are famous for their bold, bright, affordable designs, and whose super sexy, super glossy campaigns have made the American high street brand a globally recognised name.
A typical window display at a Victoria's Secret store featuring negligees, frilly briefs and push-up bras
Life size pictures of scantily clad models are the norm in the glossy window displays
Victoria's 'Angels' Alessandra Ambrosio and Lindsay Ellingson model in the brand's infamous annual catwalk show
They star the world's most beautiful supermodels wearing not very much as they show off the latest lingerie designs and often feature in the store's huge colourful window displays alongside mannequins dressed in babydolls, briefs and bras.
Not the kind of thing that Fenwick might think the more respectable shoppers in W1 want to be faced with as they spend their way around Bond Street.
According to reports by The Evening Standard the conservative department store is 'concerned about the potentially provocative window displays and the type of shoppers it will attract.'
Victoria's Secret will open on the corner of New Bond Street and Brook Street in London's West End
And The Bond Street Association confirmed that it had not received any complaints (although they did comment that they 'can understand that some might feel they want to object.').
U.S. brand Abercrombie & Fitch caused a similar stir when its behemoth of a store arrived on genteel Savile Row in 2007, and with it gangs of teenage customers desperate to get hold of the U.S. fashions, and semi-dressed floor staff that
manned the doors.
Victoria's Secret declined to comment on the retail snobbery spat, but did refute Twitter rumours that the store is set to open this week.
It looks like Fenwick's customers will have to wait a little longer to be outraged.
Here come the angels: The brand's stable of supermodels are expected to fly in to London for the launch of the flagship store
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