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Look at it this way.
1) Borrow a stack of diamonds from DeBeers.
2) Fake up a bra
3) Take pictures and get everyone talking about a product that doesn't exist
4) ?????
5) Profit
Lots of people who wouldn't normally give a shit are now aware of VS and their high end values, so the brand becomes more aspirational.
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Overhead, the Albatross hangs motionless upon the air,
And deep beneath the rolling waves,
In labyrinths of Coral Caves,
The Echo of a distant time
Comes willowing across the sand;
And everthing is Green and Submarine
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