It’s November 1 which can only mean one thing – the Victoria’s Secret PR machine is in full swing.

The annual fashion show is set to return to New York City later this month and the company’s Instagram-focused campaign is in overdrive to build up advance momentum. Stella Maxwell, the New Zealand/Irish/Belgian model we claim as our due to her parents’ Northern Irish heritage, led the charge on Wednesday night at fittings outside their HQ, putting on the most extra show for the waiting photographers.

In addition to the auditions, the fittings are also a haven for street style pictures of VS models and both parties are more than willing to help each other out.

Read more: 10 most depressing things models have said about training for the Victoria’s Secret Fashion Show

Taylor Hill, who has worked with the brand for four years, donned a pair of white feathered wings outside the office and filmed in a taxi promoting the New York return, while the Kardashian-Jenners borrowed ‘costumes’ from VS for a choreographed Halloween display last night.

Kendall has been confirmed as walking in this year’s show (she missed last year due to a competing lingerie contract as the face of La Perla), but is back again, causing some frustration with other models that she and the likes of Bella and Gigi Hadid were fast-tracked without auditioning, due to their ‘it’ girl statuses.

Bella takes her pre-show routine seriously and revealed that she is working out for three hours daily ahead of hitting the runway. “I’ve been eating hard protein every day, and working out for three hours every day,” she told People.

“I think that if you just stick to something you can really achieve so much. It’s crazy but I think that you know if you set your mind to something I think you can succeed.”

NYC is lighting up with @jastookes’ #VSFashionShow glow! Shop her look & more via profile link.

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Behati Prinsloo will also be making her return to the runway after taking a break for the last two seasons to focus on her growing family, while Candice Swanepoel will sit this one out as she just gave birth in July.

For the next three weeks, it will hard to avoid the self-generated Victoria’s Secret news cycle.

Who needs a costume when you can just go as yourself? #VSFashionShow fittings are today. Keep an eye out for more behind-the-scenes moments and street style snaps.

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