This season, Victoria Beckham’s first standalone store opens in London’s posh Mayfair district – a 7,000 sq ft boutique. In Singapore, her bags and eyewear – carried exclusively at On Pedder – are known to regularly sell out. We asked Beckham to reveal the thinking process behind her collections.
Keep Things Simple “I design for a woman who likes luxury quality… A lot of detail goes into what I’m doing, whether it’s fabrics, seaming details or hardware, but nothing is overly complicated.”
Think of Real Needs “I create categories that work for me and that I think work for women. (Apart from bags and eyewear, she also does ready-to-wear, denim and diffusion line Victoria Victoria Beckham.) I need all those categories, which is why I’ve gone into them all.”
Get Digital “You can’t ignore it – it’s how people communicate. People can see the brand through my eyes on my e-commerce site; they can see my personality through Twitter and Instagram… I’ve a team of people who are probably a lot savvier than I am (with digital platforms), but I’m learning. You have to stay current and abreast of what’s happening.”
This article was originally published in Female October 2014.
