Victoria Beckham — Putting Victoria into Victoria Beckham since 2008
As the woman who has been putting the Victoria into Victoria Beckham since 2008, who else could she possibly have chosen to star in her new campaign?
Shot by Juergen Teller in London over the summer, the new campaign — the brand’s first — features three images of Victoria that recall that iconic advertising campaign from April 2008, also shot by Teller, which saw her featured in a series of images for Marc Jacobs.
Can it really be ten years ago that Victoria was photographed with her legs sticking out of a giant carrier bag…
Back in April 2008 when she appeared in the Marc campaign, Victoria’s fashion career was only just beginning. At the same time, she was working behind the scenes on her own debut collection, which she presented six months later, in September 2008, at New York Fashion Week.
“When Marc Jacobs, featured me coming out of a shopping bag a decade ago it really was just the beginning of my journey into the fashion industry” Victoria explains.
“It was funny and ironic and brilliantly captured by Juergen Teller. And it came out just as I was about to present my debut collection. So what better way of illustrating the story of the past ten years than by revisiting the creative but this time with my own branded bag. Marc gave me his blessing to recreate the shot and Juergen agreed to collaborate with me again which was just incredible, and him appearing in one of the images was really important to me. The collaboration with him was incredibly special and I wanted to document it.”
“I have always put all of me in to my brand and I wanted to convey that message with these images. That I am and have been literally ‘putting Victoria into Victoria Beckham since 2008’. If there was a strapline that would be it! It’s tongue in cheek but there’s a real message in it for me” Victoria shares.
The campaign will go live on London’s famous Piccadilly Lights for a week on Monday 10th September. On the same date, a limited-edition T-shirt, featuring one of the images from the campaign, will be available exclusively on her website and in her Dover Street and Hong Kong flagship stores.
The campaign also features accessories that are part of a limited-edition capsule of ten-year anniversary product that will be available from Saturday 15th September.
On Sunday 16th September, after she returns to London Fashion Week to mark her brand’s ten-year anniversary with a show at the Ropac Gallery on Dover Street, Victoria will open her store to the public and also behind the till playing shop-girl at her Dover Street flagship store.
From Sunday 16th September the T-shirt will be also be available at Harrods, Selfridges, My-theresa.com, Bergdorf Goodman, Neiman Marcus and Lane Crawford.