Victoria’s Secret tests a blueprint for the future of Pink with a cozy, glossy new store

Glossy, cozy, FOMO-inducing. How Adam Selman designed a store that he hopes will get Gen Z and Gen Alpha girls off their phones and into Pink.

[Photo: Victoria’s Secret]

The closest thing to the idealized mall you recall either from personal memory or from cultural lore exists on a block in the Soho neighborhood of New York City, New York Magazine aptly dubbed “Tween Row.” 

On a recent spring afternoon, tween girls outfitted in cable knit cardigans, pink camis, hoodies, and........

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