Victoria Beckham launches e-store

By

Florent Gilles

Published
Mar 27, 2013

Victoria Beckham items are now available directly from the brand via its online store, marking a first for the brand who has until now only been sold (very successfully) via wholesale at various prestigious department stores and luxury online retailers across the world.

Upon arriving at the site, the user has two options: ‘Look’ which leads to a Tumblr-like interface which houses the brand’s social media, or ‘Shop’ where the client can shop the company’s five lines. The site also offers a selection of exclusive dresses under the Icon line, as well as accessories, glasses, Victoria Beckham’s contemporary line and denim wear.

On the creation of the store Beckham said, “we have worked on the concept for a very long time and it was imperative for me that the tone and the look of the site reflect my aesthetic.” It also seems to reflect the house’s international ambitions. The e-shop will ship to the US and Europe for the time being, but the brand's social media content is present on Sina Weibo and V Kontakte, the Chinese and Russian versions of Facebook. The ex-Spice Girl’s image is almost inexistent on the site - as is the logo – helping the award-winning designer break away from a ‘celebrity brand’ image, much like luxury label The Row, designed by the Olsen sisters.