Victoria's Secret launches luxury line

23:48, Jan 26 2012
Victoria's Secret
Victoria's Secret models celebrate during the finale of the Victoria's Secret Fashion Show at the Lexington Armory in New York.
Victoria's Secret
A Victoria's Secret model presents a creation as singer Nicki Minaj, right, performs.
Victoria's Secret
A Victoria's Secret model presents a creation.
Victoria's Secret
A Victoria's Secret model presents a creation.
Victoria's Secret
A Victoria's Secret model presents a creation.
Victoria's Secret
A Victoria's Secret model presents a creation.
Victoria's Secret
Kiwi model Jessica Clarke presents Victoria's Secret creation.
Victoria's Secret
A Victoria's Secret model presents a creation.
Victoria's Secret
A Victoria's Secret model presents a creation.
Victoria's Secret
A Victoria's Secret model presents a creation.
Victoria's Secret
Alessandra Ambrosio, left, and Adriana Lima pose on the runway during the 2011 Victoria's Secret Fashion Show.
Victoria's Secret
Model Miranda Kerr presents a creation during the Victoria's Secret Fashion Show.
Victoria's Secret
Model Miranda Kerr presents a creation during the Victoria's Secret Fashion Show.
Victoria's Secret
A Victoria's Secret model presents a creation.
Victoria's Secret
A Victoria's Secret model presents a creation.
Victoria's Secret
A Victoria's Secret model presents a creation.
Victoria's Secret
Rappers Kanye West and Jay-Z perform during the Victoria's Secret Fashion Show.

"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.

Victoria's secret backstage.
Model Erin Heatherton applies eye makeup.
Victoria's secret backstage.
Model Izabel Goulart from Brazil gets her hair and nails done.
Victoria's secret backstage.
Victoria's Secret model Adriana Lima.
Victoria's secret backstage.
Model Julia Stegner from Germany sits backstage.
Victoria's secret backstage.
Victoria's Secret model Adriana Lima prepares backstage.
Victoria's secret backstage.
Model Doutzen Kroes from the Netherlands blows a kiss.
Victoria's secret backstage.
Model Alessandra Ambrosio from Brazil gets her hair and makeup done.
Victoria's secret backstage.
New Zealander Jessica Clarke, 18, gets her hair and makeup done backstage at the Victoria's Secret show.
Victoria's secret backstage.
Models Lily Aldridge from the U.S. and Bregje Heinen from the Netherlands.
Victoria's secret backstage.
Model Sui He from China gets her hair done backstage.
Victoria's secret backstage.
Victoria's Secret model Adriana Lima prepares backstage.
Victoria's secret backstage.
Victoria's Secret model Doutzen Kroes prepares backstage.
Victoria's secret backstage.
Model Shanina Shaik from Australia sits backstage in the hair and makeup area.
Victoria's secret backstage.
Model Candice Swanepoel from South Africa poses for fellow model Behati Prinsloo from Namibia backstage in the hair and makeup area.

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.

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SNAP HAPPY: Models Adriana Lima, Candice Swanepoel and Alessandra Ambrosio pose during the launch of the 2011 Victoria's Secret Swim collection in West Hollywood.
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THREE'S A CROWD: Models Alessandra Ambrosio, Candice Swanepoel and Adriana Lima pose during the launch of the 2011 Victoria's Secret Swim collection in West Hollywood.
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BACK IN BLACK: Models Alessandra Ambrosio, Candice Swanepoel and Adriana Lima pose during the launch of the 2011 Victoria's Secret Swim collection in West Hollywood.
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HAPPY DAYS: Models Alessandra Ambrosio, Candice Swanepoel and Adriana Lima pose during the launch of the 2011 Victoria's Secret Swim collection in West Hollywood.
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BACK TO BACK: Models Alessandra Ambrosio, Candice Swanepoel and Adriana Lima pose during the launch of the 2011 Victoria's Secret Swim collection in West Hollywood.
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SAY CHEESE: Models Alessandra Ambrosio, Candice Swanepoel and Adriana Lima pose during the launch of the 2011 Victoria's Secret Swim collection in West Hollywood.
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CATCH A KISS: Models Alessandra Ambrosio, Candice Swanepoel and Adriana Lima pose during the launch of the 2011 Victoria's Secret Swim collection in West Hollywood.
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POINT AND SHOOT: Models Alessandra Ambrosio, Candice Swanepoel and Adriana Lima pose during the launch of the 2011 Victoria's Secret Swim collection in West Hollywood.
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GOING SOLO: Model Alessandra Ambrosio poses during the launch of the 2011 Victoria's Secret Swim collection in West Hollywood.

"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).

Victoria's Secret
EYE-POPPING PRICE TAG: The Unlined Demi Bra will set you back NZ$120.

Browse the full range here.

-Sydney Morning Herald and Cover Media