Not one to rest on her laurels, the perennially forward-thinking Victoria Beckham often switches up the way she presents and communicates her fashion collections. The designer has in the past collaborated with London’s prettiest polymath Quentin Jones on poptastic video footage and kooky in-store displays (remember the cute, cat-headed mannequins?).
She’s also shifted between private presentations and catwalk runways for her many lines, created a documentary that aired on Skype about the tough but successful process she took upon entering the world of design in 2008. Last year Victoria launched an e-commerce store that first housed exclusive ICON collection pieces you couldn’t get anywhere else and served as a very enticing insight into her moodboard for the season. Oh, and then there’s the small matter of her first flagship store opening on London’s Dover Street later this year. Busy bee.
Todd Hido's portraiture work
VB’s latest fashion adventure comes in the form of a new lookbook format for her autumn/winter 2014 sister collection, Victoria. Highly editorialised rather than made of simple straight-ups for buyer, she paired up with the American contemporary artist Todd Hido. Mrs Posh let the photographer loose on her jewel-studded evening-wear, cheeky monochrome polka-dots and embroidered LBDs on a series of beautiful girls in what looks like a basic, but oh-so-moody motel room.
‘His painterly quality and use of narratives felt in tune with how the collection has developed,’ Victoria says. ‘Working with a photographer who doesn’t traditionally shoot fashion really enriched how I could portray the collection this season.’ We know all too well that the incredible profile and brand ambassadorship that her ladyship brings to her table means that advertising is almost pointless, but these pics would make for a very nice first campaign… don’t you think?