Would you pay $158 for a Victoria's Secret bra Lingerie chain launches high-end line to compete with designer labels

Victoria's Secret is certainly living up to its name. The popular lingerie chain, as famous for its models as its affordable trend-led wares, has just launched a brand new high-end line that, until now, has been kept very quiet.

The appropriately, if unimaginatively, titled Victoria's Secret Designer Collection has gone on sale online and in selected stores.

With bras selling from upwards of $98 to corsets at $298, price tags far exceed those of its mainline offering – but despite this, some branches are already close to selling out.

Unlined demi bra and frilly undies

The sheer lace corset that costs $298

It's designer: Victoria's Secret debuts its new high-end collection in an attempt to attract an affluent clientele

Labels like Chantelle Thomas, which were previously offered at the chain's stores by way of a designer offering, will no longer be carried now that the new collection has gone on sale.

President and chief marketing officer of Victoria’s Secret, Ed Razek, told WWD: 'We took it in-house because we have a design team that has such a
passion for lingerie, and they differentiate Victoria’s Secret from any
other brand.'

The luxurious and expensive-looking new additions to the brand are made with European lace, pretty ribbons and provocative sheer chiffon.

Scalloped lace teddy

French maid Lace bikini and demi push-up bra

She wore an itsy-bitsy-teeny-weeny… The new luxurious line carries a hefty price tag with bras starting at $98

Sparkle bra and thong

Pink balconet push-up bra and garter

More! Plans have been made to expand distribution of the summer collection to seven more stores in June

Barbara Palvin models the line, which includes babydoll camisoles, minimal unwired bras and deep-plunge push-up bras.

Also among the designs on offer are delicate string
bikinis, low-cut teddies, sophisticated garter belts and a sheer corset.

The collection is described by
Victoria's Secret as 'exquisite and delicate, timeless and glamorous,
couture meets sexy lingerie'.

Bras retail from $98 upwards, with the most expensive item being a sheer lilac corset with a hefty price tag of $298.

Unlined pink and black dotted balconet bra with garter and cape

Ruffle babydoll

Sold out! The new sexy designs have been a big hit with fashion loving lingerie fans and have almost sold out

Pretty: Unlined coral demi bra and thong

Yellow tulle bikini and bra set

'Timeless and glamourous': Unlike previous high end lines, the new collection was designed in-house

Though the pieces went unnoticed by fans of the retailer at the November fashion show, where many key items were worn down the catwalk, all eyes are now on the sexy, feminine designs.

While older fans may still favour Victoria's Secret's mainline collection, and younger wearers the Pink range, there is certainly a market for a more extravagant consumer, particularly in the run-up to Valentine's Day.

Online and at stores where it is available, including the Lexington Avenue and Herald Square megastores, the popular collection has already almost sold out.

Following the success of the launch, plans have been made to expand distribution of the summer collection to seven additional stores in late June.