Victoria Beckham Speaks To ELLE Backstage About The Evolution Of Her Eponymous Fashion Line

What has Victoria Beckham learned along the way?

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"I was so nervous. I get so nervous, I really do."

"You spends months and months creating the collection and I am always conscious of doing my best. I want to give my customer what she wants," Victoria Beckham tells ELLE, minutes after her first ever London Fashion Week runway show comes to an end.

"I was very nervous because you never know what might happen. One of the girls might have fallen down the stairs or I might have fallen down! I’m just as nervous, possibly more, than I was when I first started," she concludes.

She needn't have worried though. In the ten years since she launched her first collection, which consisted only of dresses, Beckham has racked up a string of successes. 

These sheath dresses were soon accompanied by accessories, with handbags appearing for SS11, and outerwear followed suit, with coats making their runway debut in her AW11 collection.


In 2011, she won Designer Brand of the Year at the British Fashion Awards, beating industry heavyweights Stella McCartney, Tom Ford and Burberry to the title.

Since then, she can count a concession line and a store nestling on London’s Dover Street - home to a cluster of cool, luxury retail spaces - as additional checks in a career tick box list as long as an arm.

But with a decade of the brand under her belt, what does she really feel has changed?


Despite re-locating the catwalk from New York to her home soil, with an inaugural slot on the London schedule, the atmosphere of her show remains constant. Many fashion week attendees will remember that Victoria Beckham's first ever collection reveal took the form of an intimate presentation, during which she personally accompanied editors through the space, explaining every look.

And this season's SS19 event, though there was a runway at its centre, seemed like a natural extension of that.

"I like for it (the show) to feel personal, which is why I don't invite too many people. I like to look at luxury in a luxurious environment, which I think [Galerie Thaddaeus Ropace] is. It is important things are calm; I don't want to run crazy late, I don't want everything to be very last minute. I like to control that as much as I can."

Beckham is extremely conscious of a dedicated customer base that feeds from a similar sense of intimacy with the designer. 

"We have customers that have flown in from all around the world. We have customer lunches and other customer-facing events over the next few days. I am really excited about that," she explains.

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Celebrating #VBSince08 x VB #whoknew #sofly 😂

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"Did you see the campaign t-shirt?" Beckham asks, speaking of Juergen Teller's reimagining of that iconic 2008 Marc Jacobs shoot, in which Victoria Beckham's shapely pins are seen emerging from a giant carrier bag.

"[That imagery] has been a great way for my customer to celebrate ten years with me. People have been taking pictures of themselves in bags with their feet sticking out and it is hilarious. It has really entertained me this week - keep them coming, more pictures of people hanging out of bags, please, it's really appreciated," she urges.


In VB-style, sparing a moment to talk us personally through the Spring/Summer pieces we'd just seen treading the gallery boards at Ely House, she extols the virtues of her new split cuff trousers. 

"They make your legs look so long," she smiles, "and who doesn't want that?"

"I think what has developed in particular over the last ten years are very strong codes. The duality of masculinity versus femininity, or the balance of creating pieces that my customer can wear and relate to, but finding a way to elevate them to make it worthy of a show."

For Beckham, with every new day comes a new learning opportunity, which is surely why her brand has gone from strength to strength and also why she's likely got another decade, or even two or three, of brand evolution in her. 

"I have grown a lot," she explains. "I understand my customer more now, I understand the business, but I continue to learn. I am like a sponge. Recently I have learned an enormous amount about the digital side of things and how important it is. I know how much my customer wants things and also that she wants it quickly, so the ecomm experience has to be easy and fast."


Casting her mind back, one final time, to that very first NYFW show, she muses on how she felt as she shrugged off her Spice Girls days, stepping foot onto, arguably, far more challenging turf. 

"I was a pop-star going into the fashion industry," she remembers, "and that could have gone one of two ways. The thing that got to me was the waiting - back at that time things weren't as instant, so you didn't see reviews until the end of the day. You don't get feedback for a long long time, it is not as instant as it is now," she says.

But does she still scan for the reviews now, even with ten years of success offering the opportunity for well-earned confidence? 

'Yes, absolutely.'

This story first appeared on ELLE.com.

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