Victoria Beckham is starring in her own advertising campaign to celebrate the 10th anniversary of her womenswear brand, which will feature on London’s Piccadilly Lights for a week starting from today.
A limited-edition T-shirt featuring an image from the campaign, shot by Juergen Teller, will be available on her website, as well as in the brand’s Dover Street and Hong Kong stores. A capsule collection of anniversary product will be available on Saturday 15 September.
Beckham will return to London Fashion Week as well as “playing shop girl” at her Dover Street flagship on Sunday 16 September.
The images recall Beckham’s shoot by Juergen Teller for Marc Jacobs in 2008.
”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,” said Beckham. “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 10 years than by revisiting the creative but this time with my own branded bag.”
Victoria Beckham is part of Beckham Brand Holdings, in which Victoria and David Beckham, and Simon Fuller each own a third share.
In June, former Diane Von Furstenberg CEO Paolo Riva was appointed as Victoria Beckham’s chief executive. The news follows the arrival of Ralph Toledano as the brand’s new chairman, who joined the business in March 2018.