"Angels" Miranda Kerr and Gisele Bundchen aside, lingerie brand Victoria's Secret has always been accessible to mere mortals - until now.
Just in time for Valentine's Day, the American label has launched a luxury underwear line featuring bras that retail in excess of US$150 (NZ$184).
But early sales figures suggest the hefty price tag hasn't hampered shoppers - since the release on Tuesday, the Victoria's Secret Designer Collection has nearly sold out online and at the five US retail locations carrying the products.
Launched in direct competition with high-end brands Agent Provocateur and Chantelle Thomas, a few pieces of the line were revealed last November during Victoria's Secret's annual runway show.
But the collection has largely been under wraps until its release this week.
Sultry baby dolls, teddies, kimonos, corsets, push-up bras and string bikinis made with European lace, ribbons and other lavish embroideries feature in the collection, which Victoria's Secret president Ed Razek said was created in-house.
"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," Razek told Women's Wear Daily.
Victoria's Secret is planning to sell the line in at least 13 stores by June.
Bras retail from US$98 to $158 (NZ$120 to $194), underwear and garter belts from US$38 to $68 (NZ$47 to $71, kimonos and corsets from US$120 to $298 (NZ$147 to $365), and baby dolls and teddies from US$158 to $218 (NZ$71 to $267).