Million dollar bras; women who make the goddesses themselves jealous; the most awaited fashion show in the world; glamour, glitter and gossip. In Turkey, especially in the last six to seven years, it has been a New Year’s tradition to watch the Victoria’s Secret Fashion Show after midnight. Over time Victoria’s Secret angels slowly but surely replaced the popular belly dancer performances that people used to watch on New Year’s Eve.

This season Turkey’s newly found New Year’s tradition will be even more special because Victoria’s Secret is coming to Istanbul! Limited Brands — in partnership with Park Bravo Group and Kuwait based Alshaya Co. — is preparing to introduce Victoria’s Secret lingerie to the Turkish market. The first Victoria’s Secret store is expected to open by the end of November in “City’s” shopping mall of the fashionable Nisantasi neighborhood, while a second store is to open by the end of the year in Istanbul’s luxury shopping mall, Istinye Park.

On New Year’s Eve the Victoria’s Secret Fashion Show will probably air exclusively on cncb-e as usual. However, having watched Miranda Kerr float down the glistening cat walk wearing a $2.5 million bra embellished with diamonds, there is little wonder where Turkish women will be on the first day of the New Year.