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Victoria’s Secret Tests a Blueprint for the Future of Pink with a Cozy, Glossy New Store

Victoria’s Secret debuted a new Pink flagship on Manhattan’s Soho “Tween Row,” marking the brand’s first store designed by creative director Adam Selman. The boutique features a glossy pink cottage façade and playful, low‑key interiors aimed at 18‑24‑year‑old Gen Z and Gen Alpha shoppers. Selman says the concept is meant to separate Pink from its “little‑sister” perception and create a distinct, irreverent identity. If successful, the store could become a template for future Pink locations.