Paradise has the smell of a hair salon. The temperature is around 28 ° C, pink is the color and the hum of a hundred hairdryer replaces the bees.Identified zealous servants languid goddesses suggest in their negligees silver bras. They are called Kendall Jenner, Bella and Gigi Hadid, Alessandra Ambrosio and Adriana Lima. Nicknamed the "angels" but it is the devil who seems to have drawn. Witches to divine measurements that ignite the catwalk and make flare turnover of US giant of lingerie, Victoria's Secret, to 7.2 billion euros. Tonight, they will appear before 2600 elected to his heavenly drums Lady Gaga, Bruno Mars and The Weeknd , popes of modern pop. As a cathedral, the grandiose Grand Palais.
A few meters away, cameramen from around the world make an idea more precise purgatory. The thermometer barely passes zero, they still have to wait four hours. In twenty-one years of existence, this is the first time the Victoria's Secret fashion show held in Paris . And the third he emigrates after Cannes, in its infancy, and London in 2014. Released exclusively on CBS, broadcast to two hundred countries, it was followed last year by nearly 800 million viewers . Taken before November 13, 2015, the decision to come to Paris was maintained. Forty-eight hours before the day the Americans landed as only they know how. More than 1 000 people dispatched by plane around the world, a huge backdrop with an Eiffel-type wall 10 meters high up in twenty-four hours 35 km of hidden cables, battalions assistants predefined role and segmented: everything is breathtaking in organizing this enormous show.
Make strong everywhere, all the time
In addition to hundreds of riot police mobilized, private security companies were recruited in France, the US and the UK. mandatory and dog search Minesweeper. To enter the Holy of Holies, you have to cross two police barriers, remove a registered ticket before passing a gantry.Winston Churchill Avenue, overlooking the Champs Elysees was closed.As for July 14 or the heads of state receptions. either marketing side, Victoria's Secret has ever done in lace.
His strategy: make strong everywhere, all the time. In addition to offering a huge cost for commercials during the Super Bowl, the best American audience, the company multiplies the promotion campaigns. His models count, all together, 164 million followers on Instagram and elsewhere more loyal.Among them, some are more sellers than others - the penchant supported Leonardo DiCaprio for the Angels did a lot for the brand.Unexpected too: in 2004, Bob Dylan, Nobel Prize for Literature in 2016, turned to a Victoria's Secret ad to the glory of strings ...
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