The Victoria's Secret debut London store opens its doors today at East London's Westfield shopping centre.
Women will be tempted by lingerie famously modelled by a host of the brand's muses, known as 'angels', such as Miranda Kerr, Alessandra Ambrosio, Rosie Huntington-Whiteley, Gisele Bundchen and Adriana Lima.
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Shoppers in the brand's first European stores can expect a very feminine shopping experience - interiors will be decked with the brand's signature bright pink shade and adorned with decadent oversized chandeliers.
As well as its famous models, the billion dollar brand is also renowned for its vibrant coloured, lacy designs.
Ladies wanting to inject some excitement into their drawers of smalls will be able to snap up the saucily named 'panties', 'cheekies' and 'hiphuggers' – depending on exactly how much coverage they want.
A second store opening in Bond Street will follow shortly although the exact opening date has not yet been confirmed.
Given that such high profile figures represent the lust-worthy brand, the UK store openings will be relatively low-key.
None of the angels will be present at the openings of either the Westfield or Bond Street stores and rumour has it that there is no official launch party.
Victoria's Secret fans have been on tenterhooks waiting for the stores to open. The flagship Bond Street store was originally expected to open on July 25 but has since been delayed.
Stunning pictures of the famous wing-clad 'angels' at the Victoria's Secret 2011 show