WHO SAID VITORIA BECKHAM WASN'T FUNNY?
THIS IMAGE SAYS
everything you need to know about the real Victoria Beckham: a good sport, an irreverent sense of humour, willing to send herself up. It will appear on T-shirts that the designer is issuing to celebrate a decade in fashion, ahead of her first ever catwalk show in London later this week, having shown in New York since 2008. She’ll even be behind the tills at her Dover St store selling them herself on the afternoon of 16 September.
The image – far from stereotypically glamorous, in which we see only her bare high-heeled legs flopping over the side of a Victoria Beckham shopping bag – is a replica of a Marc Jacobs campaign starring Victoria in the same year she launched herself into the fashionsphere. ‘ The shoot I did for Marc Jacobs all those years ago really signified the beginning of my journey into the fashion industry,’ she exclusively tells Grazia. ‘So when deciding how to best tell the story of my brand’s 10-year anniversary, I thought it would be really fun to revisit it as an homage to that pivotal moment.
‘I wanted to convey to my customer that I am putting all of me into my brand. That I am and have been literally “putting Victoria into Victoria Beckham since 2008”. It’s tongue in cheek but there’s a real message in it for me,’ she adds.
Marc Jacobs gave her his blessing to recreate the shot, she says, and Juergen Teller agreed to re-shoot the concept – this time in a VB shopping bag. It was apparently the photographer who had to coax Victoria along the first time around, saying, ‘You’re the most photographed woman in the world. And fashion nowadays is all about product – bags and shoes – and you’re kind of a product, aren’t you?’ To which he said VB replied, ‘Uh, yeah.’
So, what does this reinterpreted image say about VB now? It comes a week after Victoria cranked up her visibility by starring on the cover of British Vogue, surrounded by her four kids and dog Olive – a move that sparked the inevitable cynicism that seems to plague Brand Beckham. (Why didn’t David appear on the main cover? And what did it mean when she said, “We realise we are stronger together than we are as individuals?” asked her social media detractors.) It says that Victoria is her own woman, with her own brand and her own mind. It’s a masterful stroke of marketing and self-promotion in the lightest, most candid, self-deprecating and, crucially, funny way. And, the message is clear – she is the one steering The Good Ship Beckham.
BY REBECCA LOW THOR PE, G RA Z IA’ S FASHION DIRECTOR
Above: shooting the new campaign. Below far right: the original ad for Marc Jacobs