It’s just savvy business these days for designers to launch a secondary line, and Victoria Beckham has proved herself to be nothing if not savvy. Having surprised everyone with her chic and successful label, she just launched a (secondary) dress collection for spring 2012, called Victoria by Victoria Beckham.
While it will be more affordable than her main line, it’s still a high-end endeavor. Prices will range from $550 to $900, with a few $1,300 items sprinkled in. Posh, indeed. The major difference in this line of all dresses is that it’s less structured and more girly than her main line. The line is inspired by cartoon character Emily the Strange; look for looser shift styles with scallops and pleating—and cat prints.
Whether she’s been influenced by her growing size and need for comfort due to her pregnancy or she’s just sick of wearing very tight dresses with high heels, she told WWD, “It means that I’m opening these designs to women and girls of all different shapes and sizes, people who maybe want something less tight and clingy and structured. It also makes it more comfortable for during the day. You can wear them with a pair of flats or a pair of heels and they look great.”
Other news for the brand? A brick-and-mortar store is on the horizon, most likely to debut in New York, as well as e-commerce and other product categories.
And what about the couple as a brand? Victoria and David (whose underwear line launches soon), used to work under the moniker DVb, but they’ve separated from a business perspective. Each member of this power couple has his/her own clout, so the DVb brand has been dissolved in favor of individual labels.
And the most important question: Will Victoria do the requisite naked pregnancy portrait? She tells WWD, “Nope. Sadly not…I don’t think anyone needs to see that, other than my husband.”
*Dress photos: WWD