Victoria Beckham is to launch a second line for spring 12 featuring a range of lower priced “perfect little summer dresses”.
Beckham’s mainline is in its sixth season with dresses retailing into the thousands but her new line, Victoria by Victoria Beckham, will include dresses at more affordable prices with retail prices ranging from $550 (£343) to $1,300 (£812).
The collection focuses on a loosened silhouette with sixties style shapes, bright colours and details including scalloped edges and pleating. The line is inspired by the cartoon character Emily the Strange with clouds, moons and cats featuring on printed fabrics.
Beckham said the line incorporates the kind of dresses she has been searching for. She added: “The perfect little summer dress, something that was fun, something that was girly, something that was easy to wear, something that would take you from day through the night.”
She said: “Where I am currently, I like a more modern attitude…Also, it means that I’m opening these designs to women and girls of all different shapes and sizes, people who maybe want something less tight and clingy and structured. It also makes it more comfortable for during the day. You can wear them with a pair of flats or a pair of heels and they look great.”
According to reports, Beckham may plan an event in conjunction with London Fashion Week and said she is looking forward to “making quite a fuss” when the line launches.
The Victoria Beckham line will no longer sit under the DVB label, which originally housed both Victoria and David Beckham’s fashion output.
Chief executive officer Zach Duane said: “Very quickly we realized that she had a voice, there was demand, and more importantly, that she had her own brand that was very distinct from her life as David’s wife or them as a couple. We realized that the DVB brand name didn’t really work because they’ve taken very different paths, and what she stands for in the market is very different from what he stands for. We decided with the launch of the dress line that it would just be called Victoria Beckham and over a period of a few seasons, rebranded everything. DVB, as far as she’s concerned, does not exist anymore.”
The label made a turnover of $8m (£5m) last year and Duane said he projects the brand will exceed $12m in sales for this year but added: “But it could be far more than that. With Victoria, we seem to be catching up with demand the whole time. So I put conservative numbers into our business plan without a doubt that, season-to-season, we smash those about by about 30 or 40%.”