College Party

There are few things more all-American than collegiate rivalries, and there are few places more all-American-feeling than the Santa Monica Pier, with its new Ferris wheel over the Pacific and its idyllic beach views. Identifying those convenient facts, Victoria's Secret chose the seaside venue to launch its new Pink collegiate collection, a collaboration with the Collegiate Licensing Company, with a large-scale, semi-public party Thursday night, nominally hosted by model Behati Prinsloo, the new face of the line. Victoria's Secret Pink vice president of PR Sara Tervo oversaw the event, and tapped Tony Berger of Relevent to produce.

On a late afternoon that felt warm even down by the water, guests began to flow in holding the "Pinkapalooza" party passes they had scooped up at Victoria’s Secret Pink stores or from street teams, or downloaded from the Internet. The passes allowed access into the party and free rides and games at Pacific Park. Students and fans competed in unoffical USC-versus-UCLA rivalry carnival games like Skee-ball and the water-balloon toss. Attendees toted around Victoria's Secret and university co-branded gear as part of the new collection; two pop-up stores on site sold the merch.

Around 9 p.m., Fall Out Boy performed an hourlong set for the crowd. Danny Masterson was also on hand to spin summery tunes.