Spice Girl, “wife of”… Since the launch of her fashion brand in 2008, the British Victoria Beckham has swept away skepticism about her talent as a designer and is preparing to impose herself in Paris, the most prestigious Fashion Week. in the world.
The 48-year-old celebrity, followed by 30 million people on Instagram, will give his first Parisian show on Friday night, after having participated in fashion weeks in New York and London.
“We are ready to go to 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.
It is true that the experience of the Fashion Weeks “with a more commercial connotation” in New York and London “counts”, but it is that of Paris, the most outstanding, “the one that validates brands that have a true creative identity”, underlines Benjamin Simmenauer, professor at the French Institute of Fashion.
Admiring Jacquemus
In all humility, Victoria Beckham confessed to feeling like a “little fish in the ocean” in Paris in an interview this summer on M, the magazine of the worldwhere he says that he dreams of reaching the level of the French designer Jacquemus.
With his multifaceted profile, he has enough to seduce Paris, where the biggest Japanese, British and American houses parade alongside French heavyweights and young designers.
“We can doubt between VB, Chloé or Celine”
“She is a woman who speaks to women with garments that are both creative and desirable and that reflect Victoria: an active, elegant and subtly sexy woman with a British touch”, lists Ralph Toledano.
She is “a model mother for some, for others a businesswoman, for others an artist, stylist, celebrity, influencer… She has all these facets,” she adds.
From the sheath minidresses and sky-high heels of the late 2000s, the style of the house and its creator, wife of David Beckham and mother of four, has evolved over time, becoming longer and fuller.
“Today we can doubt between VB, Chloé or Celine. It’s funny because originally we saw her a bit as a Spice Girl, as ‘the wife of’ and not so much as someone who has a very original vision”, emphasizes Benjamin Simmenauer.
Knighted by Anna Wintour
From her debut, Victoria Beckham proved that she was more than just a celebrity brand, capitalizing on the loyalty of fans who are numerous in the United States.
“I can’t believe I’m writing this, it was a very impressive and accomplished collection,” he reacted. The times in New York while fashion called her dress collection “one of the hottest things to come out of New York Fashion Week” after her debut show in 2008. “Never underestimate” Victoria Beckham.
An almost profitable business
Despite these endorsements, the brand has struggled to turn a profit, but that is changing. To raise the bar, the British has had some great French players such as Ralph Toledano or Marie Leblanc de Reynies, previously responsible for purchases at the Parisian department store Printemps, as CEO.
“She is not from the world of fashion, she got into this business and at some point we had to structure, organize, put the house in order, everything we have done for four years”, emphasizes Ralph Toledano.
The two ready-to-wear lines were merged with a new price positioning, the accessories and beauty product lines were developed, as well as VB Body, a line of jersey knit bralettes and figure-hugging dresses.
“Financially, we have come a long way, but I think we will be balanced in 2022,” said Ralph Toledano. “We feel capable of stepping on the accelerator knowing that all this will continue behind us,” he concludes.
Source: BFM TV
