Victoria Beckham’s brand goes back to ‘feminine and curvy’ |  Fashion

Victoria Beckham’s brand goes back to ‘feminine and curvy’ | Fashion

Victoria Beckham returns to the form-fitting dresses she launched her fashion career with in an effort to recover from the sales lost during the pandemic.

‘VB Body’ dresses, in a dense, compact knit designed to sculpt the body and accentuate curves, are launched in April, saying goodbye to the loose silhouettes that have become the hallmark of her loss-making high-wear. fashion label.

During a preview at her London studio, Beckham said the shift was influenced by spending time in Florida, where her husband, David Beckham, has an interest in football team Inter Miami.

“The more I’ve gotten into fashion, the more layers I’ve worn. I bury myself under clothes. But if you go out at night in Miami in a midi skirt and a blouse with bows, people think you’ve gone crazy. That’s a normal outfit for me in London and I still like to wear it. But Miami has opened my eyes to the fact that for so many women, it’s so important to look feminine and curvy.”

Beckham’s luxury brand lost £8.6 million in 2020. The results were an improvement from losses of £16.8 million in 2019, thanks to a strong performing beauty line, but the brand has yet to turn a profit. Last year, average prices at the label were cut by 40% due to a shift to casual wear and simpler fabrics, in an effort to broaden its customer base.

Price tags for the VB Body range start at £90. “This is not a vanity project and commercial is not a dirty word,” said Beckham, praising the CEO, Marie Leblanc, “to get the company into the best shape it’s ever been in.” has been”.

Visitor numbers at the brand’s Mayfair flagship are well below pre-pandemic levels, although virtual appointments made from the store via FaceTime with customers at home are bringing in sales.

Red dress by Victoria Beckham
Beckham says she thinks it’s time to “get back to normal, dress well and go back to the office.” Photo: VB

“I dress women to go out, to go to work, to travel — all things that have been limited in the past two years, so doing business has been a real challenge,” Beckham said. “I think it’s time to get back to normal, dress well and go back to the office, if I’m being very honest. It’s great to see my office full again.”

Financial restraint seems to rule out a runway show during London Fashion Week. “Shows are very expensive, and if we were to hold one in February, we would have to commit to them now. That’s a huge investment for a small independent brand,” says Beckham.

A scheduled show was canceled due to the lockdown in 2020 with a significant loss to the company. The designer joins a growing list of cancellations that scale back the approaching runway season, with Giorgio Armani, Ann Demeulemeester, Brunello Cucinelli and JW Anderson all postponing live events or switching to a digital format.

Beckham’s high-fashion “pre-fall” collection, which goes on sale in April, brings her “return sexy” mantra to her signature understated silhouette. Curved seams are optimized for long skirts and dresses “to get the most out of a great butt and a good waist, to celebrate being a woman. I don’t want to dress comfortably or hide under baggy clothes anymore.”

The bright citrus tones in the collection are inspired by the pistachio chairs and marmalade-colored walls of restaurant Sant Ambroeus in Palm Beach, Florida. “We were eating and I had David [Beckham] take a picture of me so I can send it to the studio,” said the designer. “A wink of bad taste makes the collection cooler.”

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