The famously known as ‘Posh Spice’ designer made her Paris Fashion Week debut on Friday this week. Founded back in September of 2008, the brand had died down over the years.
Victoria Beckham had plans to bring it back to life but those plans were derailed by the Covid pandemic.
The Paris Fashion Week was hence, symbolic of the brand’s second chance at survival and thus, an extremely crucial event.
In preparation for the show, Victoria had been travelling a lot to Paris and also working with Jacobs and Talbourdet-Napoleone, the French art director duo.
She also worked with Lucien Pagès, a French communications guru who is also an advisor to fashion houses like Schiaparelli, Mugler, and Jacquemus.
The designer expressed her joy and commented, “It’s always been a dream. If you love fashion, and if you want to be a designer, the ultimate is Paris.” “Now feels like the right time; it feels like the start of a new chapter,” she added.
Ever since the brand’s inception, Victoria Beckham has not fared well in terms of profits. Sales for the fiscal year ending December 2020 fell by 21 per cent year-on-year to £28.1 million.
The world is yet to see the brand’s 2021 figures in October this year.
Plans of Repositioning since Last Fashion Week
The brand last showcased its collection in February 2020 at London Fashion Week. Ever since that, a lot has changed, in terms of plans for growth for the brand.
Victoria Beckham in a press meeting before the Paris show revealed that the brand has been restructured significantly.
Launched in 2011, Victoria by Victoria Beckham was the brand’s diffusion line with a lower price point. VVB is now the main RTW line of the brand and will retail at the same lower price point.
Beckham also feels that the brand has reached a new level of maturity, creatively and that could be a possible reason why the brand has extended its product offerings with the launch of leather goods.
This too is part of the brand’s repositioning plan to boost sales and profits.
VB Body is the brand’s newest line extension that offers bodycon knitted basics, retailed at £90 ($100.44).
The designer was also featured in Le Monde’s influential M magazine in August this year.
The Collection
From sheer dresses to sheer pants, the collection was a sheer fest. With mostly black and white colours and a few splashes of muted hues, the clothes’ main elements were ruffles and cutouts
Beckham described her collection as “elevated.”
Body-hugging sexy yet playful designs were featured throughout the show. The designer wanted her collection to be worn for outdoor outings as she is sick of staying at home because of the pandemic.
She jokingly said, “We talked so much about working from home and being comfortable — I’m sick of it.”
“I think we’re going to be engaging with a younger audience as well with this collection,” she further commented.
Miniskirts, low waist trousers as part of co-ord sets, and multi-coloured tassels were also seen in the collection.
The trend of exposed midriffs was also seen and so was a fair amount of layering of garments.
