New York is getting its share of visible panty lines with the unveiling of Victoria Barlett’s new VPL flagship at 5 Mercer St., Soho. (For those who don’t know, VPL = Visible Panty Lines.) What started out as a few underwear-inspired basics has quickly evolved into a proper fashion label, as perversely modern as it is innovative. Who’d have thought stretchy waistbands could be this chic?

Emphasizing the line’s athletic undertones, the new boutique evokes an old-school gymnasium, the kind of place the Great Gatsby would have gone to get in a little cardio. The playful décor draws from archival sports equipment, including Manila ropes, pommel horses, exercise rings, wooden dumb bells, and even a Czech bench—whatever that is. The space houses the full VPL main line, as well VPL Too, footwear and jewelry collaborations, and even some special treats straight from Victoria’s closet. Considering the emphasis on body-conscious contours, it might not be a bad idea to do a few reps while browsing. Expect your credit card to get a workout, too.

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