Unless you hid your phone under your pillow this morning before you set off on your daily routine then you've surely heard about the little tiny establishment called Victoria's Secrets which opened in Dublin today.
It wasn't that much of a deal really; there was only a really big queue that started forming at 6am but apart from that, it was quiet enough...
In all seriousness, everyone was raving on about the store since its opening date for Dublin was announced but it wasn't all excitement and fun on Grafton Street.
When the shop opened at 10am, there were a few people who wanted to shine some negative lights on the shiny new store.
According to The Irish Times, around a dozen protesters from NARA (National Animal Rights Association) attended the opening of the Victoria's Secret store in the capital.
They didn't want to cause a scene but instead were on hand to inform the eager shoppers about Victoria’s Secret’s alleged testing on animals.
A member of the Association, Anna Fertiuq, felt the public needed to know the truth: “In 2016, Victoria’s Secret opened in China and were required by law to test their cosmetics and perfumes on animals. Millions of dogs and rabbits die in laboratories every year.
“It’s the 21st century, and we don’t need to kill animals. Victoria’s Secret didn’t do it before 2016," she concluded.
“It’s dispiriting to see the crowds,” adds Laura Broxson, founder of NARA. “But we’re hoping that if we distribute the information (to shoppers) they will at least consider what they are buying.”