Victoria’s Secret opens in Cowboys Stadium

ARLINGTON, Texas — Dallas Cowboys fans who want to show their support from head to toe now have an option for everything in between.

The Cowboys opened a Victoria’s Secret PINK store inside Cowboys Stadium before Monday night’s game against the Chicago Bears.

The ribbon-cutting ceremony included a pair of Victoria’s Secret models decked out in customized Cowboys’ jerseys. Judging by the number of photographers that attended the ceremony, the store is already a hit.

“I think it’s awesome to have attire for us to wear, to be able to represent, because girls love sports, too,” Australian model Jessica Hart said. “And it’s good gifts for women from their husbands or significant others.”

Female Cowboys fans no longer have to hunt for items tailored for women. Now they can shop the limited edition Victoria’s Secret PINK NFL collection at the first ever PINK store in a professional stadium or arena.

“I think the majority of the fans are women, so it’s good to have something to represent us,” said model Elsa Hosk, who hails from Sweden. “And also it’s right here, so if you’re on your way to a game so you can just grab something if you don’t have it yet.”

The PINK collection features more than undergarments. The store carries loungewear, sleepwear and other items.

“I can’t believe it hasn’t been done before, to be honest,” Hart said. “I know I love to come and deck out when I’m supporting a team, like I want everything head to toe. So to have stuff that looks great on women and is made for women, I think is awesome.”

The Cowboys are one of the biggest sports brands in the world. The new Victoria’s Secret store extends the brand inside the team’s iconic stadium and caters to an often-overlooked segment of sports fandom: women.

“Forty-six percent of our fans are female,” said Charlotte Anderson, Cowboys Executive VP of Brand Management (and owner Jerry Jones’ daughter. “We thought they needed a little more style, a little more comfort to enjoy and be able to support their teams. Being able to do it in this fashion is really unique.”

Follow Keith Whitmire on Twitter: @Keith_Whitmire