Grazia (UK) - - 10 Hot_ Stories -


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.


Above: shoot­ing the new cam­paign. Be­low far right: the orig­i­nal ad for Marc Ja­cobs

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