The former Spice Girl silenced the doubters and proved her credentials as a designer. Although sales figures are improving, she takes another step this week with her first show in the French capital.
Spice Girl, “wife of” … Since the launch of her fashion brand in 2008, British Victoria Beckham has swept away the skepticism about her talent as a stylist and is preparing to establish herself in Paris, the most popular prestigious Fashion Week. in the world.
The 48-year-old celebrity, followed by 30 million people on Instagram, will give her first Parisian show on Friday night, after attending fashion weeks in New York and London.
“We are ready to enter the big leagues,” Ralph Toledano, chairman of the board of directors of Victoria Beckham LTD and former president of the Fédération de la haute couture et de la mode, told AFP.
Of course, the experience of Fashion Weeks “with a more commercial connotation” in New York and London “counts”, but it is that of Paris, the most prominent, “which validates brands that have a true creative identity”, underlines Benjamin Simmenauer. , professor at the French Institute of Fashion.
Wonderfully by Jacquemus
In all humility, Victoria Beckham confided that she felt like “a little fish in an ocean” in Paris in an interview this summer with M, the magazine of the worldwhere he claims to dream of reaching the level of French designer Jacquemus.
With its multifaceted profile, it has enough to seduce Paris where the biggest Japanese, British and American fashion houses parade alongside French heavyweights and young designers.
“We can hesitate between VB, Chloé or Celine”
“She is a woman who speaks to women with dresses that are both creative and desirable and reflect Victoria: an active woman, a slim and elegant sexy with a British touch”, enumerates Ralph Toledano.
She is “a model mother for some, for others she is an entrepreneur, for others an artist, stylist, celebrity, influencer … She has all these facets,” he adds.
From sheath mini dresses and high heels at the end of the 2000s, the style of the maison and its creator, wife of David Beckham and mother of four children, has evolved over time, lengthening and acquiring volume.
“Today we can hesitate between VB, Chloé or Celine. It’s funny because at first we saw her as a bit like a Spice Girl, as ‘the wife of’ and not so much as someone who has a very original vision”, points out Benjamin Simmenauer.
Knighted by Anna Wintour
Since her debut, Victoria Beckham has proven to be more than just a celebrity brand, leveraging the loyalty of numerous fans in the United States.
“I can’t believe I’m writing this: it was a really impressive and complete collection,” he reacted Times in New York while Rowing called her clothing collection “one of the hottest things in New York Fashion Week” after her debut show in 2008. Never underestimate Victoria Beckham.
An almost profitable business
Despite these sponsorships, the brand has struggled to make a profit, but things are changing. To raise the bar, the British called some major French players such as Ralph Toledano or Marie Leblanc de Reynies, formerly head of purchases at the Parisian department store Printemps, as CEO.
“She is not from the world of fashion, she entered this business and at some point we had to structure, organize, tidy up the house, everything we have been doing for four years”, underlines Ralph Toledano.
The two ready-to-wear lines have been merged with a new price positioning, accessories and beauty product lines have been developed, as well as VB Body, a line of knitted jersey bralettes and fitted dresses.
“Financially we have come a long way, but I think we will be balanced in 2022,” said Ralph Toledano. “We feel capable of pressing the accelerator knowing that all of this will follow,” he concludes.