In a move to put a local face on its India story, Victoria’s Secret has made Triptii Dimri the brand’s first Indian ambassador. The global name in lingerie and beauty is turning to Dimri as it introduces its Very Sexy collection to the market here.
More than a straightforward celebrity tie-up, the appointment underlines Victoria’s Secret’s intent to link its worldwide standing with a younger Indian consumer base by way of modern beauty and individuality. For the shopper, it is an opportunity to see how one of the planet’s most famous brands is redefining “sexy” for the contemporary Indian woman.
Triptii Dimri Takes the Spotlight for Very Sexy in India
Dimri will be at the forefront of the local Very Sexy launch, representing Victoria’s Secret at events and in campaigns. The collection features such items as the Very Sexy Shine Strap Push-Up Bra, a modern version of a silhouette the brand is well known for.
The partnership suits Dimri well; she has called Very Sexy a line defined by confidence and self-expression, so this chapter in her career is one she finds particularly meaningful.
Why Victoria’s Secret Chose Triptii Dimri
With a filmography that spans Laila Majnu, Bulbbul, Qala and Animal, Dimri has a profile that is as mainstream as it is critically lauded. She is a logical choice for Victoria’s Secret as it opens new stores and tailors retail experiences to local tastes without losing its global identity. Her persona also chimes with the brand’s move away from old-fashioned glamour in favour of a more inclusive, confidence-driven notion of beauty.
For Triptii Dimri, “Sexy” Means More Than Looks
Dimri’s view on the term has changed over time. Where she might have once put stock in looks, she now equates being sexy with having your own opinions and being self-assured. “It is something you cannot borrow or style,” she has said of true confidence. Before putting in an appearance at a busy event, she will take time to centre herself and make sure she is connected to who she is. It is a stance that dovetails with Victoria’s Secret’s current messaging.
Inside Victoria’s Secret’s “Rome After Dark” Launch
The Very Sexy range was put on display at the Ambience Mall store in Vasant Kunj, Delhi, as part of an exclusive “Rome After Dark” affair meant to evoke the mystique of the Italian city. As special guest, Dimri was on hand to meet the media and show off the wares. With her soft waves and diamond jewellery, her bold black look did not go unnoticed online, further cementing her status as one of Bollywood’s up-and-coming fashion figures.
What Triptii Dimri’s Appointment Means for Victoria’s Secret
There is a wider strategy at play with Dimri’s involvement. By putting a local face to its global work, Victoria’s Secret hopes to improve on brand perception and drive footfall in a competitive market. For Dimri, it is a chance to join the ranks of the few Indians to have fronted a major international label and to have a say in the brand’s future in India.
