When Victoria Beckham appeared in an April 2008 ad campaign for Marc Jacobs, she was just beginning her fashion career and wouldn't present her own first collection for her eponymous brand until six months later. The campaign, which featured Beckham emerging from an oversize Marc Jacobs carrier bag, became iconic — and ten years later, Beckham is recreating the image with Marc Jacobs' blessing in the first-ever ad campaign for her own ready-to-wear line.
Shot by Juergen Teller, the same photographer responsible for the Marc Jacobs images way back when, the new campaign strikes a funny-but-somehow-still-chic balance that feels just right for the Spice Girl-turned-designer.
"I have always put all of me in to my brand and I wanted to convey that message with these images," Beckham said via a release from the brand. "That I am and have been literally 'putting Victoria into Victoria Beckham since 2008'. If there was a strapline that would be it! It's tongue in cheek but there's a real message in it for me."
The campaign went live on London's Piccadilly Lights on Monday, where it will remain for a week. Victoria Beckham also released a T-shirt featuring one of the campaign images on the same day, which is available for purchase on the brand website in addition to its Dover Street and Hong Kong flagship stores. All of these initiatives coincide with the brand's 10-year anniversary.
"When Marc Jacobs featured me coming out of a shopping bag a decade ago it really was just the beginning of my journey into the fashion industry," said Beckham. "It was funny and ironic and brilliantly captured by Juergen Teller. And it came out just as I was about to present my debut collection. So what better way of illustrating the story of the past ten years than by revisiting the creative but this time with my own branded bag? Marc gave me his blessing to recreate the shot and Juergen agreed to collaborate with me again, which was just incredible."