Written by: Admin, Saturday, 2014/11/01 at 10:00 AM Leave A Comment

The crowning of Victoria Beckham as Britain’s most successful entrepreneur this week has prompted a predictable round of back-biting from the cynics. The former Spice Girl has only been able to build a business because of her celebrity following, they claim – it’s a brand built on her status as the pop star who married David Beckham.

This is patronising and snobbish nonsense. Beckham’s gong was handed to her by the team at Management Today, a serious business magazine that certainly doesn’t pander to the cult of celebrity. Its criteria for judging British entrepreneurs mostly centred on the hard statistics of their financial performance.

No wonder Beckham came top. Since she opened her fashion boutique in London’s Mayfair five years ago, turnover has grown from £1m to £30m. Having started out with just three members of staff, she’s now employing 100.

Sales growth of 2,900% and employment growth of more than 3,200% is hardly to be sniffed at – nor is it the kind of performance that can be generated by the sparkle of celebrity alone.

Rather, hard-nosed fashion industry insiders – hardly likely to be swayed by Beckham’s pop music years or the identity of her husband – consistently praise the quality of her collections. Moreover, she has parlayed that flair for design into business success, displaying considerable acumen. She’s expanded into less expensive ranges, for example, broadened the product offering, and worked out how to grow the business sustainably. She’s also been smart enough to surround herself with good advisers.

Nor should we overlook Beckham’s work ethic – whatever you think about the Spice Girls’ music, the band was renowned for putting in the hours and Posh Spice, as Beckham was famously nicknamed, appears never to have lost the habit.

She has reaped the rewards. In an interview with The Guardian newspaper last year, Beckham said “I used to feel famous but now I feel successful”. Read between the lines and it’s clear that she knows what it has taken to build her fashion empire – and it required more effort than the Spice Girls.

Should all of this success count for nothing simply because Beckham was famous before she started the business? That would be dumb – she may have enjoyed opportunities to which others don’t have access, but why hold it against her that she has capitalised on them so well? Besides, there are plenty of other celebrities who have been nowhere near so successful.

Britons have a nasty habit of building celebrities up and then taking great pleasure in knocking them down a peg or two. The treatment of Beckham rather smacks of that and it’s completely unfair. From a standing start she’s built a hugely impressive business that provides sustainable employment to many others. The business pays its taxes and flies the flag for British design on the global stage. If only we had more entrepreneurs of this calibre.

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Written by: Admin, Thursday, 2014/09/25 at 8:07 PM Leave A Comment

The public have been with me on this journey from the start’, Victoria Beckham nostalgically remarks as she takes us on a personal tour of her first-ever boutique. ‘Five years ago I certainly never thought I’d be opening a store of my own…’

Victoria is certainly one impressive lady. She has managed to divide and conquer the fashion world – an incredibly harsh industry to make your mark on – in what seems to be a few short years. But don’t let that fool you; it’s been tougher for her than it looks. We caught up with Victoria herself ahead of the opening of her brand new store to get a sneak peek of its interior and, subsequently, become inspired at the rather amazing journey that’s brought her to this point.

Arriving at Dover Street in London at lunchtime last Wednesday, we walked the street until we came to a building shrouded under a black wood cover. Against the magnolia cream building, only one feature alludes to the fact that we’re in the right place: the number 36 scribed in gloss black. There are no signs brandishing the Beckham name and should you happen to walk by you probably wouldn’t think twice about it’s boarded-up exterior. However, inside, it’s a very different story.

Crossing the building-work threshold, we are met by a large glass window and towering cement door which looks as though it requires some serious cardiovascular cred to push open. However, as we approach, it rather elegantly slides to the side. So effortless is the motion, it’s reminiscent to a magical opening of a cave of wonders. Rather apt when you consider it’s luxury contents.

Walking into the store is what we can only describe as entering a way more stylish version of the Tardis. Rather small and unassuming from the outside in comparison, the space which Victoria has created inside the property is, put simply, beautiful beyond belief. A polished cement floor cascades to the back of the room while the high ceilings look even more colossal thanks to their mirrored finish. The space is so sleek, so perfect and so well designed it initially feels like you’ve entered a gallery rather than a store. That is until you clock the rather impressive homage to VB’s most iconic handbags on the right; then you’re firmly reminded that this is, first and foremost, a fashion haven.

After taking in the first impressions of the store, it’s only a moment before Victoria herself appears from the far end of the room, striding over to greet us warmly.

Wearing a white top featuring her iconic AW14 print, dark grey skinny jeans and chicly shoulder-robing a black, pleated hem blazer, she is every inch the style icon you’ve seen in the photographs, but the sullen face which the tabloids like to portray is nowhere to be seen. Greeting all of her guests personally with a strong handshake and a warm grin, it dawns on us that she is just as excited to have us there as we are to be there.

Clearly still in awe of what she and her team have created, Victoria starts off by addressing her shop window, or the lack there of. ‘I didn’t want a traditional shop window,’ she tells us. ‘I much prefer the clean feel just glass provides’. To her right, Victoria gestures towards the rows of bags that penetrate the entirely of the wall as you enter the store, saying that all the ‘accessories will be here as you enter. There will be exclusive leather goods as well as clothing available here that you won’t be able to buy anywhere else.’

Following her lead, we walk on the ground floor towards the rear of the store where, behind a corner, her diffusion line Victoria Victoria Beckham is housed. Lined up oh-so neatly on a rail moulded into a zig-zag (or, more aptly, VV) effect, Victoria is quick to add that there will be ‘a constant flow of new product’ in this section that is set to keep even her most seasoned of customers enticed visit after visit.

The rail is suspended by chic chains modelled in blond gold; the very same chain which is used as a design element on her gorgeous array of arm-candy which, as you’d expect, was no accident.

Speaking of the chain, Victoria beamed with pride as said explained her reasoning behind its use in the store. ‘Every element of the store is signature to the brand’, and, it’s easy to see, that no small detail has been spared.

As we explore further into the store, the grey tone of the concrete floor is broken up, instantly warmed and thus contrasted with rich bottle-green glass panels and a dark American Walnut wood. While luxurious and aesthetically beautiful, it makes the space seem more homely and welcoming than you would expect from a high-end designer store.

‘All of the wood you seen throughout came from one single American walnut tree. Just one.’ Yep, It’s easy to see that VB relishes in every tiny detail of her enterprise.

‘I want people to feel like they can come to my store and just look around’, she reveals. ‘I have hand-picked the staff myself; they are the best in the industry, and they are here to make the experience of the store enjoyable for everyone who comes in.’

She also alludes that the way she and her family shop for themselves played a big part in the development of the store. ‘I’m lucky that David [Beckham, obvs] still shops for me’, she shared. ‘I wanted men to feel just as comfortable in these surroundings and with the staff as my female customers. That’s very important.’

Speaking as a mother, Vic also told us that whenever she goes shopping, she has ‘at least one child with her’, so she wanted her space to be ‘functional and practical’ too. As a consequence, she shows us one of the fitting rooms – the store’s smallest, in fact – but, in reality it was big enough for Victoria to set up her very comfortable, albeit, make-shift office.

Although the store has three floors, just two will be open for the initial opening. Explaining this, Victoria leads us up the grey-scale staircase to the first floor where her Ready-To-Wear catwalk collection will be displayed.

Again, the gorgeous garments all hang from the same chains as downstairs but, rigged on the ornate and architectural ceiling, they can be moved and pulled easily around the space to create new, dynamic displays. The same walnut wood can be seen throughout this level in the shape of movable furniture which Victoria sweetly remarks that they remind her of ‘little woodland animals’.

Suddenly draping herself over the seating, Victoria quips, ‘This is where all the men will be sitting, waiting for their girlfriends and wives to finish up.’

‘Children are also very welcome too’, she emphasises as she stands to her feet. We can just see her brood having a whale of a time scampering over these wooden blocks…

From the tiniest of details to the sheer vastness of the space, it’s clear to see that the endeavour has been a complete labour of love for Victoria. ‘It’s taken us two years to really think about what we wanted from the space, and after finding this, I fell in love with it. I believe in fate and this place just felt right.’

Once the store’s up and running, the designer has no plans to jump ship either. ‘I’ll be in the store a lot, taking personal appointments, talking to my customers and really getting to know what she wants.’ Now that’s what we call consumer research.

Talking about her design ethos in general, Victoria made the observation; ‘It’s fashion. We take it very seriously but it still has to be fun’, and, when we asked her just who she has in mind when she designs her clothing and accessories lines, she was decidedly clear on the matter. ‘Right now I’m designing clothes I want to wear myself. When I’m older, I might design clothes I fantasise about wearing.’

She might be one of the world’s most famous women, but Victoria couldn’t help but talk about her amazing journey from Spice Girl to designer heavyweight. ‘The public have been with me on this journey from the start and continue to be. Five years ago I certainly never thought I’d be opening my own store.’

As we head back to the gigantic concrete door, Victoria rather candidly suggests; ‘I hope the customers like it. This is me, really.’ We don’t think you’ve got anything to worry about, Vic…

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Written by: Admin, Thursday, 2014/09/25 at 8:02 PM Leave A Comment

Victoria Beckham is not going quietly into the retail landscape, instead the designer is opening 6,000 square feet of VB in the heart of Dover Street, right across from Rei Kawakubo’s fashion mecca Dover Street Market. London is rarely the first choice for a brand’s initial flagship, but it wasn’t even a question for the designer, “I’m from London, I’m very proud to be British. So for me there was no doubt, I wanted to open my first store here.”

It’s all very personal to Beckham, who designed the store—all open space, clean lines and minimal clothing—with architect Farshid Moussavi, whom she personally hired. Beckham’s H.R. duties didn’t end there, “I’ve interviewed all of the sale’s associates myself,” she told a group of editors on a bright Tuesday afternoon during the final hours of London Fashion Week, “They are all good, very experienced—passionate about retail.”

Victoria Beckham is not going quietly into the retail landscape, instead the designer is opening 6,000 square feet of VB in the heart of Dover Street, right across from Rei Kawakubo’s fashion mecca Dover Street Market. London is rarely the first choice for a brand’s initial flagship, but it wasn’t even a question for the designer, “I’m from London, I’m very proud to be British. So for me there was no doubt, I wanted to open my first store here.”

It’s all very personal to Beckham, who designed the store—all open space, clean lines and minimal clothing—with architect Farshid Moussavi, whom she personally hired. Beckham’s H.R. duties didn’t end there, “I’ve interviewed all of the sale’s associates myself,” she told a group of editors on a bright Tuesday afternoon during the final hours of London Fashion Week, “They are all good, very experienced—passionate about retail.”

Beckham has shown 12 collections to date in New York, and her clothes have her particular fingerprint on them, as do her bags, and a new collection of footwear recently revealed during her Spring 2015 presentation. “I worked with Monolo [Blahnik] for quite a few seasons and I love what we did together,“ Beckham explains, “but for me to really finish off my silhouette this season, I needed a different hand and I was very specific, and I knew what I wanted. The only way for me to get that was to do it myself.”

Doing things in her own image has served Beckham well, photographed paparazzi-style almost wherever she is, she’s a verified style influencer as much as a designer. She’s also a wife and mother and drew from her own life when it came to utility for the store, “I’m very lucky that I have a husband that does go shopping for me. I think that it is very important that guys come in and they can be comfortable.”

And her mum-radar (we’re still in London, after all) is evident in the roomy, “nicely lit” dressing rooms, “The fitting rooms are actually very, very big. When I go shopping I’ve always got at least one child, so it’s important that I can come in, sit a child down, put my shopping bags down…”

The three-story airy space is industrial yet warm, with polished concrete floors, American walnut shelving with blonde gold accents, mirror stainless steel and bottle green grass—with hanging chains in the image of her bag handle chains. “I don’t want anyone to feel scared to come in here and shop. I want everyone to feel welcome.”

A large screen covers the wall as a customer approaches the third floor, where content from the website and anything else Beckham fancies will be projected to her acolytes. She’ll also spend time on the bottom floor, home of personal shopping, to work directly with her customers. “That’s where I’ll store myself and I’ll do fittings with people. I’m very excited to spend a lot of time with my customers.”

“Generally speaking, I just do what I like,” Beckham says, “And I’m always quite surprised, when it all kind of works. I’m the only person that knows what’s happening with VB, with ready-to-wear, with the show venue, with the shop or has anything to do with the music. So, I’m always quite surprised when it all comes together and it works. Ultimately, that’s because I am very, very involved with every single element.” And the VB woman wouldn’t have it any other way.

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Written by: Admin, Thursday, 2014/09/25 at 5:26 PM Leave A Comment

In the 20 minutes it takes for Victoria Beckham to show off her first-ever boutique, she says the phrase “I know what I want” seven times—and she means it. From the fitting rooms to the ceiling—and the hand-chosen Diptyque candles (they’re Figuier, the green ones, in case you’re wondering)—the designer has chosen every detail of the space. “I could even tell you about the wood in the hangers,” she quips, “but I don’t want to bore you.”

The Dover Street store opens today in London, but if you can’t make it to the British shopping Mecca, keep reading—we’ve got the most intimate details of the new Victoria Beckham shop, straight from the woman herself.

1. If you want to work here, you’ve got to go through The Designer Formerly Known as Posh Spice.

“Sometimes luxury boutiques aren’t welcoming, but I don’t want anyone to be scared coming into the shop! I want everyone to feel warm, and comfortable. Everyone. I’ve interviewed all the sales assistants myself. They’re all very good—very experienced, passionate about retail, and also they’re nice… And if we don’t have what you’re looking for here, the shop assistants will find what you’re looking for somewhere in the world. They really are fantastic.”

2. David Beckham inspired her retail strategy.

“I’m very lucky because I have a husband who does go shopping for me, and so that’s also really important to me—that guys can come in here and they’ll be helped. They can find the perfect gift. I want men to be able to come in here and buy gifts for their friends, their wives, their girlfriends. You know?”

3. The fitting rooms were designed to hold two things: Harper Beckham and a Hermès Birkin.

“I’ve been traipsing in and out of the store, so this one’s got all my stuff in it. The fitting rooms are very, very big because when I go shopping, I’ve got at least one child with me, so it’s important that I can come in, sit the kid down, put the shopping bags down—I love shopping myself, and I know what I need. It’s nice lighting here too, because that’s important—we’ve all been in fitting rooms where you look in the mirror and you go, ‘Oh God.’ I refuse to have that here!”

4. She spies on other shoppers when she visits boutiques.

“I wouldn’t say I’ve been influenced by any other store but I do like to go shopping… Harrods, Selfridges, Harvey Nichols, Browns; I go shopping everywhere. I like to shop in L.A. too, as much as I can having four children!… and I watch shoppers… I’m obsessed with learning about [them]. I want to know what she wants; how she feels; what she’s looking for. I currently do a lot of that!”

5. She shoplifts… from her own store.

“This morning, I was like, ‘What am I going to wear tonight?’ And then, I thought, ‘Gosh, I have the best job in the world. I’ll just grab something from the shop! I can put it back in the morning—don’t tell anyone.’”

6. She’s team Hedi Slimane.

“I like to mix it up. I do love what I do and how my clothes make me feel, but I’m not one of those designers who will only have my own things. I like to support other designers, as well. I wear a lot of Saint Laurent. A lot.”

7. She just broke up with Manolo Blahnik.

“We’re going to sell shoes in the shop and they’ll be our own. I’ve worked with Manolo for quite a few seasons, and I love him, and I love what we did together. But I needed a different hand. And ultimately, I knew if I wanted it to look the way I wanted it to look, I’d have to do it myself.”

8. But she’s not breaking up with NYFW.

“I’m very proud to be from London. I love British fashion, and I’ve dreamed of having my own store in London since I was a little girl… But for Fashion Week, I like being in New York. I’ve been there for 16 seasons, and I get a great time slot, which works for me. Maybe at some point I’ll do something during LFW in the store, but leaving New York? Eh. Sometimes though you have to recognize when you’re lucky, and I have a good thing going there. Now’s not the time to move.”

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Written by: Admin, Wednesday, 2014/09/24 at 1:49 PM Leave A Comment

Exclusive interview with Victoria Beckham: ‘It wasn’t until they came to the show that they realised Mummy had a proper job. They see David on the pitch but they don’t see what I do’

Tomorrow Victoria Beckham opens her first stand-alone store here in London. She tells Karen Dacre why she swapped going out for working hard, and how she has nothing left to prove

Meeting Victoria Beckham is a bit like running into a schoolfriend you haven’t seen for 15 years. Immediately familiar but completely different from how you remember her, she is smaller, softer and a thousand times warmer than any showbiz gossip hack would have you believe.

When we meet she is padding around barefoot across the top floor of her new Dover Street boutique, wearing a crisp white shirt and a pair of black trousers that graze her ankles. Incidentally, so am I.

Of course while Beckham’s shirt is perfectly pressed, mine is creased and bears a stain from the smoked salmon and egg baguette I ate at lunchtime. “I like your outfit,” she quips. And then we are off, with Beckham eager to introduce me to her fashion label’s new home.

“A lot of attention has gone into making things look really quite minimal because that’s my taste,” she says before pausing to look out over Dover Street and the achingly cool Dover Street Market — “one of my favourite stores in the world”, she says with a childlike sense of pride.

Despite a brief encounter with her husband — I shook hands with David at the launch of his pants range for H&M in 2012 — this is my first audience with the posh pop star who swapped the spice of the music industry for the cut-throat world of high fashion in 2008. Now the spearhead of an awardwinning global brand, launched with the support of 19 Management’s Simon Fuller, she produces four womenswear collections for her luxurious, UK-produced, Victoria Beckham line each year, as well as numerous collections for her more affordable and super successful Victoria by Victoria Beckham off-shoot. A range of denim, sunglasses and accessories also form a major part of the brand — affectionately known as “VB” — which reported turnover sales of £15.4 million in 2012.

We’re meeting to discuss this, her very first stand-alone store, a 6000 sq ft retail outfit designed by Iranian architect Farshid Moussavi. Set over three floors, the space features cutaway glass flooring — designed to allow customers a 360-degree view — as well as mobile metal hanging chains, created in coordination with Beckham’s handbag line, and an impressive poured-concrete stairway. It strikes me as more of a fashion amphitheatre than a shop.

Set to open tomorrow without any of the pomp and ceremony one might expect from the Beckham media circus, it seems both perfectly suited to its Mayfair location but also unlike anything else in the capital. “I’m not trying to be like anyone else,” says Beckham. “I want people to come in here and feel like it’s me. I’ve only ever tried to be me.”

Creating something conceptual but also welcoming was a must for Beckham who, I sense, has poured her heart and soul into this place. “We’ve put a lot of time and effort into making sure things are perfect. I put myself in the customer’s shoes, I know what it’s like to go shopping.” It is for this reason that the fitting rooms have been created on a large scale — “when I shop I’ve always got at least one child with me, so with my fitting rooms I wanted to make sure there’s somewhere to put your shopping, somewhere to put your child,” she says.

Beckham has paid special attention to the store’s customer service offering — so much so that she has hand-picked all the sales assistants herself. “I want women to come in here for the experience. This is fashion. It should be fun.”

For Beckham, who has an acute understanding of the power of celebrity, the shop is also about allowing her fans a further insight into her world. “It’s my way of saying thank you — and not just to fashion people but to the public who have come on this journey with me,” she says.

But why here in London? While Beckham’s studio is in Battersea, she launched her label in the US and continues to occupy an important slot on the New York Fashion Week schedule. “I’m proud to be British,” says Beckham, starting a spiel I fear she has been forced to give many times before. “I was brought up here, my family is here, my friends are here, my kids go to fantastic schools here …”

As if on cue, our interview is interrupted by Beckham’s youngest child, Harper, who comes bounding across the room to greet her mother. She is followed by her three older brothers, Brooklyn, Romeo (in school uniform) and Cruz, who immediately begins dancing in front of the mirror. “What do you think,” asks Beckham, whose serious fashion designer game-face has now melted into an enormous grin, before apologising to me for the interruption. “The kids haven’t seen the shop yet.”

The boys, who seem genuinely excited, respond with “it’s so cool” and “I love it” while Harper — who is clearly her mother’s child — requests a clothing change and disappears downstairs before reappearing in another cute sundress.

“I am so excited for them to see it,” says Beckham, who returns her focus to our conversation while smoothing Harper’s hair. “It wasn’t until they came to the show a few seasons ago that I think they realised that Mummy actually had a proper job. They see David on the football pitch whereas I go off to work and they don’t really see what I do.”

The children, who cheer their mother’s successes in the way I imagine they might one of their father’s famous free kicks, exchange a round of hugs and “I love yous” before leaving us to continue our conversation. “I’ll be home after tea,” shouts Beckham before apologising to me once again.

Beckham and her children do a good job of convincing me that she is a master at what she calls “the juggling act”. “I respect anyone who works hard who has a family. There are so many of us out there, working hard for what we believe in,” she says.

And is it those women she wants to dress? “From the very start, what mattered to me was that I created a brand that was believable,” says Beckham. “It has always been about the clothes I want to wear. I want to make a woman feel like the best version of herself, whoever she is.”

It is this autobiographical approach that serves as a huge draw to customers of the Beckham label, which has developed to include much more than the signature corset dresses she launched with. “I still love those dresses but I’ve evolved, I’ve moved on.”

I wonder if this is because Beckham has won over the fashion naysayers who laughed in her face when she set out her stall as a designer? “I’ve definitely loosened the way I dress,” she says. “That could be because I work a lot and go out a lot less but it’s also because I’m older and more confident. I don’t have anything to prove.”

It is this quiet air of confidence that makes Beckham the fashion maven such a likeable figure. That and the fact that she has achieved what everyone said she wouldn’t.

“I probably don’t stop to think about it as much as I should but I am very proud of myself,” she says. “But then I’m always looking to the next thing. I’ll always want to better myself.”

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Written by: Admin, Wednesday, 2014/09/24 at 1:44 PM Leave A Comment

LONDON — Victoria Beckham has built a dream space on Dover Street in London, her first store and “second home” in Mayfair, where she can express her vision on the shop floor. The 6,040-square-foot space spans three floors, and has more in common with a contemporary art gallery than a typical London luxury flagship.

Designed by the architect Farshid Moussavi, a Harvard professor whose past works include the Museum of Contemporary Art in Cleveland, Ohio, the first Victoria Beckham flagship was always meant to be a democratic space. “I wanted a space that was conceptual — but also warm and welcoming,” said Beckham, who was filled with excitement during a recent tour of the store, which opens Thursday.

“There are a lot of people — the general public — who’ve continued on this journey with me, and I want everybody to feel welcome, whether they’re going to buy something, or whether they just want to come and check out the architecture. And I really wanted people to get a sense of me the minute walked through they door,” said Beckham.

Everything — the ready-to-wear and accessories offer, merchandising, size of the dressing rooms, “blonde gold” zigzag rails and hanger chains — bears her fingerprint. There is also a conspicuous lack of cash registers; instead all transactions will be via iPad, eliminating the need for “ugly” tills, according to the designer.

“For the first time, it’s my designs, my vision. This is how I feel the clothes should be showcased, how I like them to be seen. That’s been very exciting for me — to be able to buy what I believe the customer wants,” said Beckham, adding it was important that the space be flexible and able to accommodate a “constant flow” of new product. “We can play with how we merchandise things, and I think that’s a very modern way of shopping. So hopefully, every time somebody comes to the store it’s going to be a slightly different experience,” she said.

As for her buy, Beckham said she’s invested “quite heavily” in show looks. “I think it’s important that women can actually buy what they see on the catwalk and what they’re seeing in magazines,” said the designer, who is also stocking exclusive sunglass styles, small leather goods, key rings and a skate chain inspired by the one her husband David Beckham wears.

Mr. Beckham himself — all smiles — made an unscheduled appearance during the walk-through, to the surprise of his wife. “It’s great, isn’t it, David?” she asked him. “Have you seen how these move?” she said as she twisted the walnut hangers that are attached to golden chains suspended from tracks on the ceiling.

She also recounted how the couple’s boys reacted when they first saw the space. “It was so cool when the kids saw it yesterday, David. They literally ran up the stairs, and Brooklyn ran to me and said, ‘This is the coolest shop ever!’ Cruz went like, ‘Wow, mummy has a proper job.’”

A gigantic polished concrete staircase visible throughout the store connects the three levels. Floors are also done in polished concrete, and are offset by stainless steel counters, the shiny zigzag clothing rails and the golden chain hangers. Ceilings are clad with stainless steel mirrors, with the exception of the top floor, where that surface has been done as a diagonal concrete grid.

A big, sliding concrete door marks the entrance, and the street-facing window has no display. Instead, passersby will be able to look straight into the ground floor, which houses accessories on retractable shelves, and the VVB and Denim collections.

Midway up the staircase, on the way to the top floor, is a blank wall where Beckham plans to project runway images or her own backstage footage of models. Upstairs houses rtw and a lineup of supersize dressing rooms, their doors clad in bottle-green glass. “When I go shopping, I’ve always got at least one child. There’s lots of room to hang clothes — and flattering lighting. I wanted the store to look beautiful, but I also wanted it to work as well,” she said.

The lower ground level — visible from the upper floors — is arguably the space that holds the most potential for Beckham. “I think I will do presentations there, whether it’s trunk shows, or it will be a case of me just turning up and having appointments with customers that want to see me, to place orders with me specifically. It’s important that I really have a presence because I’m so hands-on with every element of my business and people can see that, people can feel that, and so I will be here a lot. This does feel like my second home.”

The lower ground-floor space is so big that part of it will be used as a stockroom, both for the store and for the brand’s e-commerce site.

Beckham said the Mayfair location, with neighbors including Dover Street Market, John Rocha, Chucs Bar & Grill and a lineup of galleries and restaurants, is ideal. “I looked at lots of different locations, but I do believe in fate, and this just happened to be the perfect space in the most perfect street. I did look at other streets, but this just felt right. I feel very honored to actually be in a street amongst such incredible stores. The energy is incredible.”

Zach Duane, the brand’s chief executive officer, said it was critical the store be a reflection of Beckham’s brand. “The world is changed, people are shopping online a lot more, so what they are looking for in a store environment is an experience, a really strong sense of what the designer is about, their point of view, their world,” he said.

While digital is great — and important — Duane said the other side of the coin is “personal interaction. The customer starts to expect a different experience, so brands will be forced to be a bit more original in what they’re doing in their physical spaces.”

He also said the choice of street was strategic. While Dover Street is in the heart of Mayfair, it is better known for restaurants and art galleries than for luxury retail — although that’s rapidly changing. “There’s no way we could have opened a store like this on Bond Street. For the company we are today, and the size we are, it would have been impossible. So we decided that we’d go slightly off the track,” he said.

Duane declined to give a first-year sales projection. Real estate sources here said the annual rent on the building is about 550,000 pounds, or $900,000 at current exchange.

There is no question the London store is a milestone.

Duane said the U.K. is the brand’s “single best-performing country,” followed by North America, Europe, Asia and the Middle East. The Dover Street unit, he added, will be a template for future standalone stores and shops-in-shop. “It allows us to start thinking about how we take the idea, the finishes and designs that have gone into this store and reflect that in other stores around the world,” he said.

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Written by: Admin, Wednesday, 2014/06/11 at 5:20 PM Leave A Comment

LASALLE fashion students enjoyed an exclusive afternoon talk with Victoria Beckham on 14 May 2014.


Thanks to Kittie.

Written by: Admin, Monday, 2014/05/05 at 6:00 PM Leave A Comment

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LONDON, United Kingdom — Victoria Beckham’s private office in the London headquarters of her fledgling fashion brand, just south of the river Thames in Battersea, is a calm oasis of earthy hues and understated designer furniture. But just outside her door, spread across two floors and two separate, fully-staffed ateliers — complete with in-house patternmakers, sewers and cutters — is a buzzing office with more than 100 people working across design, product development, sales, marketing, operations and finance.

It’s not at all fancy. There are piles of boxes everywhere and mismatched desks are crammed together in every which way. Phones are ringing off the hook and couriers are trailing in and out, with delivery after delivery. A fabric meeting is taking place in the reception area as all the other meeting spaces seem to be fully occupied.

“I’ve only actually just had an office that has windows. I was downstairs in the cupboard!” Ms Beckham jokes as she shows me around the office. “There are no airs and graces here. Nobody treats me as if I’m a famous person. It is what it is.” The crowded workspace has all the signs of a rapidly growing young fashion company.

The Victoria Beckham business turned over a respectable £30 million in sales (about $50 million) in 2013, an impressive 91 percent increase on the year prior, according to figures provided by the company.

But critically, Beckham has also managed to create a brand profile that is significantly larger than the current scale of her business. recently, she has been everywhere. In December, Beckham guest-edited edgy Vogue Paris and appeared on two smouldering cover spreads with her football star husband David. (In total, Beckham has appeared on the cover of nine different international editions of Vogue, with the notable exception of the American edition.) Then there were two simultaneous Vanity Fair covers in Italy and Spain in January, the March cover of Allure in the United States, and a ubiquitous collaboration with Skype, documenting her personal fashion journey. How many other designers can regularly land cover stories on fashion magazines around the world?

“It’s a double-edged sword really,” says Beckham, when asked what role her fame has played in the success of her business. “The most valuable part of being famous is that you have a voice and people will listen. I mean I can get a lot of attention. I don’t have to rely on advertising campaigns,” she admits. “But I don’t like to use that card very often. I like to keep my head down, work hard, focus on what I’m doing business-wise. I like to try and control how much I’m seen. I don’t want to go out and be photographed every day, you know.”

“So, I think that as much as one might say, ‘it has helped,’ I’m not so sure,” she says, “I’ve had to overcome lots of preconceptions, and that’s okay.”

Indeed, it would be too simplistic to credit Victoria Beckham’s phenomenal rise in fashion to the power of her celebrity alone. For years, Beckham actively courted the fashion industry, making red carpet appearances in high-end designer clothing and gaining global media attention on both sides of the Atlantic, simply by going about her day-to-day life.

But she was shunned. Insiders remember a time when brands would call her representatives to ask that she please not wear their clothes, even if she had bought them herself. They did not want to be associated with the perky breasts, pouty poses and over-dyed blonde bob that had come to define her style in the post-Spice Girls days.

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Written by: Admin, Saturday, 2014/02/15 at 4:26 PM Leave A Comment

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One would think that Victoria Beckham would’ve been exhausted last night since just the day before, she showed her latest collection at New York Fashion Week. But the designer, former singer, mother, and all-around icon was full of energy as she addressed an auditorium of students and journalists at Parsons in conversation with the college’s Dean of Fashion, Simon Collins. (And not to rub it in, but Beckham actually mentioned that she spent the morning at boot camp. Is she even human?)

Though the theme of the night was obviously her fashion career, a very talkative Beckham was happy to cover a range of topics, including her former identity as Posh Spice, her spouse’s modelling habits, and the fact that she can’t get over calling Valentino Garavani, who lives three doors down, her neighbor.
But in spite of her all of her successes—because, seriously, she has an incredible fashion career, a gorgeous family, and even a past as a world famous pop star under her belt—Beckham was refreshingly humble. She was quick to detail how much it took for her to earn a legitimate name for herself in the industry, and the immense work she puts into her brand on a daily basis. And, in spite of her own celebrity status, she even admitted to fangirling a little bit when she sees any of her peers wearing her designs, saying, “That’s a big deal…I never want that to go.” And yes, she smiled (and joked, and laughed!)—for most of the conversation, actually. From accepting the fact that singing isn’t really her thing to setting a good example for her daughter in the name of Sheryl Sandberg, here’s what we took away from the revealing conversation.

She’s not above cheesy Spice Girls references.
When Collins asked if she always knew that fashion was “what she really wanted to do,” she responded, “Is there a pun in there?” and laughed, followed by “Yes, it’s what I wanted, what I really, really wanted.”

She feels more comfortable as a designer than she did in the Spice Girls.
“I had a great time being in the Spice Girls, I really did,” she said, “But fashion was always my passion. I’m living a dream, and every morning I wake up and pinch myself. Right now is where I really feel comfortable, and I believe that I’m competing in an arena where actually, I’m good at it. I was never going to be the best singer, or the best dancer, and that was okay. “

Her very first fashion show involved VIP treatment from Donatella Versace herself.
“I was invited by Donatella Versace to go to Milan, and it was incredible. She took me to the store, and she dressed me, and then I went to the show. I’d never been to a fashion show, and felt that intensity and energy. I actually ran into Donatella recently, and she said in her wonderful Italian accent, ‘Remember when you came to your first fashion show, and you altered the clothes [I gave you]?'”

She’s a team player.
Multiple times throughout the evening, Beckham emphasized the importance of both working for other people and surrounding yourself with a great team. “I didn’t go to fashion college, but I spent quite a few years working for other designers,” she said. “And I learned so much. That’s the best advice I can give anybody: Don’t leave and try to start your own company. Get out there and work for other people. Be a sponge; have your eyes open, and enjoy. But learn.” As for her team: “I’m not doing this on my own. I have an incredible team of people who work really hard. Until you put yourself out there, you don’t realize what it takes.”

She considers Marc Jacobs to be her original mentor.
“He’s a very good friend of mine,” she said. “He gave me so much advice—not even about designing clothes, but about the business.” An example of his guidance: “He said that if you design a collection and it’s really good, then people can say that they don’t like it, but they can’t say that it’s rubbish.”

About her reputation…
“Everybody thinks I’m going to be a prima donna, so when I’m not, it’s a pleasant surprise,” she joked, and then more seriously: “I don’t think there’s any room for that, to be honest; I really don’t. It’s about being focused and working hard. Maybe some companies do have people who are a little bit prissy, but that’s the way they work. But it definitely doesn’t work for what I do.”

Read full interview by clicking here.

Written by: Admin, Tuesday, 2014/02/11 at 12:35 PM Leave A Comment

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NYFW: Victoria Beckham’s family affair

Give Victoria Beckham major credit.

Her entire brood turned out to support mum as she showed her fall 2014 collection at Cafe Rouge on Sunday morning. And all four young Beckhams were the best-behaved kids this mom has ever seen. Harper sat on dad David’s lap, and eldest son Brooklyn filmed portions of the show.

Backstage after her show, Victoria Beckham was friendly, excited and charming. Her secret to having well-mannered offspring? “That’s a huge compliment. They’re just excited to be here. The boys had never been to a show. I thought it was time that they saw what mummy did. Mummy works and daddy works,” she said.

Mum showed lots of long and lean silhouettes, with impeccable tailoring. “This is a real evolution for me, something I’m very excited about. It feels very new, very fresh, very me,” Beckham said backstage. “I love the element of surprise: When you turn around and the coat has the pleats. I really feel like I’ve evolved. I love the pleated skirts.”

She’s opening her first store on her home turf in London and plans to have a party to celebrate.

“I want to do more and more. We’re just pushing it each season,” she says. “This is a very feminine collection.”

And no, this busy mom doesn’t spend her entire life in heels. “I had a pair of velvet slippers on (earlier). I often wear flats. Living in London, you have to for sure.” – Source

You can read more reviews, see pictures at Denden Forums: CLICK HERE.

Written by: Admin, Tuesday, 2014/02/11 at 12:22 PM Leave A Comment

Are you a shoemaker aspiring to work with one of the world’s most famous celebrity designers, or know someone who is? Victoria Beckham may want to hire you.

Fresh from showing her 10th New York Fashion Week collection Sunday morning, the pop star-turned-designer dropped by Parsons’s John L. Tishman Auditorium Monday evening to share her wit and wisdom with the 800+ students and Posh wannabes (myself, included) in attendance.

Apart from taking Dean of Fashion Simon Collins’s numerous Spice Girls jabs in stride (“Would you say that being in fashion was something that you really, really wanted?”) and repeatedly praising Sheryl Sandberg’s best-seller Lean In, she also dropped this bombshell: In addition to her main womenswear label, diffusion line, accessories collection, fragrance and denim, the stiletto-loving Beckham is extremely keen on designing a line of footwear.

“You know, I do want to start a shoe collection,” she told the audience. “If anybody here is a shoe designer, please do come and see me! I definitely think shoes is probably the next category that I’ll look at going into; it’s quite a competitive category but I would love to go into [it]. I actually work with Manolo Blahnik on the shoes for my show every season and working with him is remarkable. I think it’s very complicated… I wouldn’t just want to do a signature shoe — I’d have to make sure I’m working with the right factories, do a flat…”

Beckham also isn’t ruling out a line of menswear in the future.

“I’d love to do menswear at some point, absolutely. I get very inspired by menswear — [my spring 2014 collection] was very inspired by men’s tailoring, and there’s the boy-meets-girl fashion message throughout the whole collection.”

“I’m sure some people in the room could come up with a muse for you that’s not too far from home,” Collins said cheekily, referring, of course, to Beckham’s ex-soccer playing style icon of a husband, David.

“Yes!” Beckham replied enthusiastically. “Yes, actually… he’s a bit busy modeling underwear at the moment!”

Though her menswear ambitions may seem a little bit lofty, a line of Victoria Beckham shoes would undoubtedly be fantastic. We’ll definitely be watching this space.

Source

Written by: Admin, Friday, 2014/01/31 at 1:06 PM 1 Comment

Today, Victoria Beckham—former Spice Girl, current international fashion maven, and, of course, wife of David—has released a very personal venture with Skype. Dubbed Five Years: The Victoria Beckham Fashion Story, the interactive editorial effort, which falls under Skype’s Collaboration Project umbrella, chronicles Beckham’s journey from a celebrity presenting for the first time at New York fashion week to a seasoned designer who has worked to build a veritable fashion (and business) empire. Below, Skype has given us an exclusive clip from the series of short films (for more, including interviews with insiders and additional behind-the-scenes footage, visit collaboration.skype.com) that offers a look at the hours leading up to Beckham’s 2008 NYFW debut at the Waldorf Towers. Fun fact? She went down at 4 o’clock in the morning—wearing hotel slippers—to redo all the floral arrangements herself. But hey, you don’t land in more than 400 stores worldwide without a little obsessive dedication. Here, Beckham talks to Style.com about growing her brand, opening her first store, and overcoming celebrity stereotypes.

—Katharine K. Zarrella
It seems like quite a personal story you’re sharing with viewers. Are you ever concerned about sharing too much with your fans?
It is quite personal, but the fashion industry moves at such a fast pace, and we are always looking ahead to the next season, the next collection, so it was nice to take the time and look back at where we started and how far we have come. I hope viewers will take away a real sense of what goes into the building and workings of a fashion brand. It was a unique opportunity to show the story of my brand so far, hopefully encouraging those who are interested in fashion to work hard and follow their dream.

In one of the videos, you speak about how, when you presented your first collection, you rolled up your sleeves and did a lot of the grunt work yourself—even rearranging the flowers for the presentation. Do you feel that as a celebrity designer, editors, insiders, or fans ever underestimate you?
I have often said how fashion was a real passion of mine, so when I did my first presentation, it was a huge moment for me. The feedback and advice from my peers and others within the industry has been incredibly important to me, and I took everything on board as I started out. I don’t feel people underestimated me—I knew I had to fight the obvious preconceptions. I was a Spice Girl, married to a footballer. I was trying to do something that nobody had really done before. But I’ve always been a hard worker, and I believed in what I was doing and that I had a valid and unique point of view. I don’t think I necessarily overcame anything—it was the clothes that spoke for themselves. The industry was really fair and judged the clothes on their own merits.

You recently announced that you’re opening your first store on Dover Street, and are also opening an office here in New York. Why is now the right time for expansion?
It is a really exciting time for the brand. We are always pushing ourselves to see how we can take the designs and the business to the next level, and opening the store in London is the next significant step. Having launched first with e-commerce, I am now really enjoying the process of bringing my vision to a retail concept. The U.S. is an important focus for us this year, particularly in terms of growing our wholesale business, so opening an office in New York and having a team there will allow us to do that.

Where do you feel more at home: London or New York? Which city do you find more inspiring? And why do you choose to show in New York over London?
London is my home and where my business is, but I travel a lot, my team travels a lot, and we go to New York quite frequently. When I presented my first collection, I was living in L.A., so New York was geographically the obvious place to show. And New York fashion week drew certain retailers at that time that London fashion week did not. I feel the brand has a very European design aesthetic but is working to more of an American business model, so currently, we cover the best of both cities.

How do you feel your design aesthetic has changed and evolved since launching your line? And where do you find yourself going for inspiration?
I was able to establish a signature silhouette fairly quickly, and since creating that, I have continued to evolve it while constantly challenging myself in new directions. My approach remains the same in the sense that I want to create clothes that women want to wear and that are made beautifully and of the best quality—clothes that are fashion-relevant but true to my aesthetic. As the brand has grown, I am designing larger collections, and that leaves me more free to challenge myself for the runway, but I still always strive to achieve a balance. As for inspiration—I go everywhere! From places to people to films, books, and art. It’s amazing what can inspire you.

Did you have any idea when you first launched your line that you’d achieve such international success?
I always hoped to create a brand that would be here for the long haul—this was always a long-term vision. We now have a great global reach, we are sold in more than sixty countries in over 400 stockists and continue to look for new areas of growth and reach new customers. It has been a really amazing journey so far, and there are many more things that I want to do in the future when the time is right. It goes without saying that I have a great team of people—quite a small team of people—who have come on this journey with me so far and will continue to go even further.

Source

Written by: Admin, Monday, 2014/01/27 at 8:00 PM Leave A Comment

Today, Skype releases the official trailer for ‘Five Years ¿ The Victoria Beckham Fashion Story’, giving a first look at the forthcoming interactive editorial highlighting the journey of successful entrepreneur and creative professional Victoria Beckham.

EDIT: the embed video was removed, you can watch it HERE.

Written by: Admin, Friday, 2014/01/17 at 10:41 AM Leave A Comment

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VICTORIA BECKHAM has confirmed that her first standalone store will be on London’s Dover Street, opening this autumn. The shop, covering 7,000 square foot, will be situated at number 36 – which is currently occupied by sporting store Orvis, opposite Dover Street Market, next to APC, and a few doors down from Automat.

“I think the time is now because I know my customer,” Beckham said. “It will be the first time that the people will really be able to see the brand through my eyes.”

For the store’s interiors, Beckham has enlisted architect Farshid Moussavi – whose projects include the 2012 London Olympic Park – and explained that she hopes to “drill a massive hole through the middle” to link the building’s three floors.

“[Moussavi] is a woman who loves fashion as well,” Beckham told WWD. “She has quite a conceptual eye, which I like. We want to make something different without making it overly complicated. I just want it to feel real for me.”

The space will house all of the collections under her brand, including Victoria Beckham, Victoria Victoria Beckham, denim, optical and accessories. Beckham also revealed that Britain is her strongest market, followed by America – where she is set to open an office, in New York’s Chelsea, next month.

Source

Written by: Admin, Wednesday, 2013/11/27 at 6:52 PM Leave A Comment

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Victoria Beckham may be known for her chic, polished look, but the designer has revealed that it is borne of necessity much of the time.

“These days, I’m up with at least one of my children most of the night, so I always wear a pair of sunglasses and a  really good handbag,” she said. “I love the fitted signature dress, and that’s a look that people associate with me, but then I also like to wear something looser, whether it’s a loose-fitting pant or shirt or whatever it might be.”

After experiencing fame as a Spice Girl, Beckham reveals that becoming a renowned fashion designer has been a rewarding – if surprising – transition.

“I’ve always loved fashion, even when I was in music,” she told Mytheresa.com as part of its Women Series. “You know, it’s funny, I never set out to create a brand. What I do really was a hobby. I love what I do. I am blessed to have a job that doesn’t really feel like a job. I’m enjoying it. I’m learning along the way.”

Source and watch the video

Written by: Admin, Tuesday, 2013/10/29 at 12:37 PM Leave A Comment

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The nominations for the 2013 ceremony have been announced – and Victoria Beckham has racked up an impressive mention in TWO categories.

Victoria has been nominated for the Red Carpet Award, which gives recognition to a British designer who is ‘creating global awareness of their designs in the media’, where she’s up against some of the fashion industry’s finest – Antonio Berardi and Erdem.

In her second nomination category – for Brand Of The Year – she faces competition from Alexander McQueen and Burberry.

Source | Source 2

Congrats VB!!

Written by: Admin, Friday, 2013/10/25 at 10:15 AM Leave A Comment

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For our November issue, Hal Rubenstein sat down with Victoria Beckham to discuss the detail that goes into her eponymous clothing line. Below are a few extras, and to read the full interview, pick up the November issue of InStyle, now available on newsstands and for download to tablets.

Sensing that she would be facing a skeptical audience, Victoria Beckham chose to begin her career as a true fashion designer in 2008 by “starting small. No big backers. No hype. But also no compromise,” she says. That resolve led to a clothing line that radiated refinement, restraint, and relevance—all of the things her celebrity fan base, and the rest of us, adores. The former pop singer has built on that success with sleek bags and sunglasses and a critically acclaimed spring 2014 show. We checked in with the world’s most famous soccer mom about what’s sleek and sexy now.

What are the three most important elements you think about when designing your women’s line?
A good-quality fabric is key to making clothes that will fit and last. Color has to be right to get you noticed. And the proper seaming details can help sculpt your body and give the illusion of sleekness. Our signature dresses seem quite simple, but that’s deceptive: The stretch jersey glides over the body as it hides all the lumps and bumps and holds in the right parts of the body.

You openly adore bags and sunglasses. What is it about both that makes you swoon, and which shapes and sizes do you favor for yourself?
I love bags. And yes, the bags are doing so well. What I am so proud of is the quality. Everything is made in Italy and no one can match what they do. I don’t agree with over-branding, so for me, what makes them distinctive is their easy sophistication and the colors, which I find energizing. My favorite may be the Liberty bag. It’s a large tote that you can fit lots in and it comes in really cool colors.

My favorite glasses are the small aviators. I have them in forest green, which is a surprisingly flattering color on the face, and I wear them all the time.

You developed your signature style quite quickly once you were on your own. How does a woman discover and develop a wardrobe that works best for her?
At the beginning, you should try everything. Good, bad, awful. As you get older you start getting a good idea of what suits you. Trust your gut, not a stylist or a rule maker. There is nothing worse than seeing a woman out in clothes that she obviously thinks she should wear. Her discomfort is what you see first. And like I said before, look at yourself from every possible angle before you leave the house.

When you were a little girl alone in your room, did you dream of becoming a pop star or a clothing designer?
It was always my dream to be in fashion, but I do love to perform. All little girls should have a hobby, and I was lucky enough to have my parents allow me to take acting, singing and dancing lessons. Of course I sang in front of the mirror into my hairbrush. But everybody did that. Didn’t you? Be honest!

Do you still ever sing at home or at parties?
David and I sing and dance at home with the kids all the time. In L.A., I used to love the XM R&B station called The Groove. I sing to it all the time. And Harper has fallen in love with the Spice Girls video “Viva Forever” because the video is full of little fairies. She loves to watch it every time we are out so I’m sure anyone passing us by must think I’m the most narcissistic mother in the world, but I swear she’s watching because of the fairies. Really!

For the full story, pick up the November issue, available for download to tablet and on newsstands now.

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Written by: Admin, Sunday, 2013/10/13 at 12:01 PM Leave A Comment

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Victoria Beckham is set to further cement her career as a fashion designer by opening her own boutique in London’s upmarket Mayfair.
After months of negotiations, the 39-year-old former Spice Girl has signed a deal to open the shop, selling her collections of clothing and handbags.

The location – in Dover Street, just a short walk from Old Bond Street – places Victoria at the heart of the capital’s fashion district.

Victoria first hinted at her desire to open a flagship store for her brand in April, when she told British Vogue that London would be the perfect location.

She said at the time: ‘This is where I want to have my first store. I’d like to do something that is really new, really fresh. Something a little bit conceptual – but not too much.’

Her designs have proved popular with the likes of Beyonce and Gwyneth Paltrow, but have previously only been available online, in fashion outlets and department stores.

A source close to Victoria said: ‘She’s really excited about getting things moving quickly.

‘Obviously there is still a lot to do, but the hope is to open the store properly early next year with one of the biggest fashion parties of the year.’

The news comes after it was reported last week that Victoria and husband David’s business empire now boasts earnings of almost £100,000 a day. The three companies which handle their family’s branding empire recorded combined turnover of more than £35 million a year, according to Companies House documents.

Source

Written by: Admin, Monday, 2013/09/30 at 11:26 AM Leave A Comment

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Victoria Beckham Did Her Makeup on the Train

by FARAN KRENTCIL

True story: Last year in London, the customs agent who stamped my passport asked if I’d met The Queen. I shook my head, and he said, “No, I mean the real Queen of England—Victoria Beckham!”

He’s not the only U.K. official who seems to think so. This week in Paris, Sir Peter Ricketts—Britain’s ambassador to France—invited Mrs. Beckham to host a fashion tea party inside his regal quarters. (They belonged to Napoleon’s sister until the 1830s and still boast much of the original furniture, along with a traditional English garden in the back.)

After wondering whether to curtsey or bow to the world’s most famous soccer mom (and settling for a high five instead), I asked Beckham about her latest collection, her imminent Skype show, and her eyeshadow, because frankly, it was amazing.

You’re debuting your newest denim range at this event. Can you tell me about it?
I love denim! I’m a denim wearer, and I wanted to make things I couldn’t find, but wanted. So the collection isn’t just jeans, there are T-shirts, jackets, and lots [more]. It’s all stuff that I want to wear. It’s good quality and really good fit. It’s all about fit—try it on, and you’ll see.

I only heard, like, half your answer because I’m kind of obsessed with you.
Hey, there’s nothing wrong with that. [Laughs] You’re okay!

You already showed your two main collections in New York. Why come to Paris?
When the ambassador kindly offered for me to use his home for today, I jumped at the opportunity to come to Paris and to [specifically] meet digital media, because connecting the digital space is very important to me. I wanted you to see all the collections in one room, and plus, this house is incredible—the sun is shining, we’re in Paris, and we work in fashion! It couldn’t really get any better.

Are you really starting a reality show on Skype?
No, but I I’m very excited about Skype. I had the opportunity to mentor other creatives via Skype, which is really important to me. But this is not a reality TV show! This is a documentary about me and my business. It’s not about my family or my personal life. It’s about me and how I’ve built my business.

So you aren’t designing a collection via Skype?
I use Skype a lot—but not to design, as once was…uh…

Insinuated?
Insinuated! “[She] creates the whole collection via Skype…” No, I don’t! However, I’ve been in London this week working on the collection, and if I want to talk to my sales team in Milan or Paris, Skype is great because it’s how you can feel in the same room as somebody.

Who will you be mentoring in the documentary?
We’ve only just started the process, but it will be designers, photographers, artists, and we’re doing it internationally—not just in England. And the team producing the documentary is amazing. We have an award-winning producer and an award-winning director. The collaboration is very exciting, because people will really see what I do, and they’ll see it through my eyes.

You’re wearing shimmery eyeshadow in a very cool, adult way, which is hard to do.
It’s Stila! I wear Stila makeup. But it was done on the train here this morning, and I have to say, when everyone here started taking pictures of me, I was like, “Hang on a second! Not too close, because I did this on the Eurostar!”

Source

Written by: Admin, Friday, 2013/09/27 at 9:47 AM Leave A Comment

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Victoria Beckham set out the digital future of her brand today as she hosted an intimate presentation at the British Embassy in Paris to a select group of digital journalists and announced that for the first time, her ready-to-wear collection would be available to buy in its entirety on her own site from January 2014.

No doubt striking fear in to the multiple retailers who stock Victoria Beckham’s sell-out collections, she is in effect taking some power away from those stores. ‘It’s great to sell to stores,’ she told us, ‘but you don’t have any control over the buy. Now is the time to move online and introduce this’ she said of her website that launched in February.

In response to brands still afraid of the big bad world of digital, those who refuse entry to digital press or demote them to the back of the room – of which there are sadly many on Paris’s schedule – she told us, ‘digital is the future and you can’t ignore its world. It’s a treat to dedicate time to digital press. I do all the Twitter and Instagram myself. It’s important for people to know it’s coming from me. The power of digital is incredible’.

Five years in, Beckham still captivates the industry with her first-class shows. And the plaudits never get old. ‘I still feel like I’m on cloud nine. I feel like I couldn’t give anymore, I’m very content, fired up and ready to go. The day I landed (from the New York show), my kids were at school so I just went straight to the studio to start on next season. It’s all about bettering myself, so it never gets old.’

Source

From Vogue UK:

VICTORIA BECKHAM’s mainline collection is going to be available from her ecommerce site from January, the designer told us today. Beckham was at the British Embassy holding appointments with European press and buyers this morning – and revealed that the success of the online portal has prompted the addition.

“I’m really excited to sell the mainline going on sale on our site – we don’t have a standalone store yet so my clothes are always sold by other people and I’m not always in control of who buys what or where – so now this is my edit of the collection and I’m happy to give people the opportunity to see the brand through my eyes,” Beckham told us in Paris today. “It’s only going on sale now online because as with all aspects of the business I like to take baby steps and make sure everything is right. I always wanted to do the Icon collection and keep it really small but now I have really learned who my customer is and what she wants, so it was time to take it online and really answer to the great demand that we’ve had for it.”

The website – launched in March this year – currently stocks pieces from the Victoria, Victoria Beckham line as well as the Icons collection, an offering of dresses inspired by the label’s best-selling styles. And as for a standalone bricks-and-mortar store?

“We’re not saying when yet,” she said, “but it will happen.”

“It’s fantastic to be in Paris,” she added. “Here we are, it’s Fashion Week, the sun is shining and this is just a treat for everybody between shows. I know how busy everyone is so it’s lovely for me to have the opportunity to meet everyone.

The spring/summer 2014 collection, shown at New York Fashion Week earlier this month, will be available on the website from January.

From Bazaar UK:

Victoria Beckham looked radiant today as she unveiled an edit from her Spring/Summer 2014 collections at the British Embassy in Paris. Dressed in slim black trousers and a draped, sleeveless silk blouse with cut-out mesh detail on the back, she greeted Harper’s Bazaar’s Fashion Director Avril Mair, who asked her whether she is now getting used to receiving rave reviews to her shows – the latest in response to her S/S 14 collection in New York. The feeling of delight “never gets old,” she said, happily.

It seems that the designer never gets tired, either. On top of her already extensive range of clothing and accessories lines, including Ready to Wear; Victoria, Victoria Beckham; Handbags; Denim and Eyewear, she told Mair that she will be launching a Pre Collection for the first time at the end of October – which will have a heavy emphasis on tailoring that includes a tuxedo, boyish jackets with wide cuffs and a range of new blouses. And only six months after the launch of her new e-commerce site, she also announced that she will introduce her own edit of S/S 14 on her website come January 2014.

Victoria, we salute your energy.

Written by: Admin, Thursday, 2013/09/26 at 1:09 PM Leave A Comment

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Victoria Beckham’s new collaboration with Skype has proved that Burberry’s Christopher Bailey isn’t the only fashion heavyweight capable of speaking in the digital language.

The popstar-come-designer has granted Microsoft’s instant communication platform full access to her studio over a five-year stint. The meetings, fittings and pre-show cronut binges (there’s Twitter evidence to prove it) behind Beckham’s burgeoning fashion label will then be edited into a unique fly-on-the-wall documentary.

The collaboration was natural for Beckham, not due to her previous Spice World camera training, but because Skype plays an integral part in her transatlantic role as mother and designer.

“Most evenings, I’m curled up in front of Skype, in my dressing gown, speaking with my studio in London,” Beckham noted of her work-life balance in 2010, when she was then based in Los Angeles.

Though few details have been confirmed by brand Beckham or Skype, Vogue reports that the collaboration will “give the audience opportunities to engage directly” with Victoria and her team.

We imagine a video chat with VB will be most popular.

Source

Written by: Admin, Tuesday, 2013/09/10 at 4:11 PM Leave A Comment

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Watch Victoria Beckham Talk Harper, Living In England And Whether She Will Be Designing 50 Shades Costumes: EXCLUSIVE INTERVIEW!!

CLICK HERE

Ps.:  Thanks so much to Emma from Grazia.Co.Uk, who kindly emailed us the link :)

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