You would have to have been living under a rock since July 1996 not to know that before rebranding herself as the designer of some very covetable clothes, Victoria Beckham was once a Spice Girl. As such, Beckham is no stranger to the greatest hits compilation, so it is fitting that to launch e-commerce for her labels today she has chosen to re-release a selection of dresses from her archive.
While Beckham has had her detractors, since she first launched the line for spring/summer 2009 at New York Fashion Week in September 2008 it has not only been lauded by the style press, but according to reports sells particularly well too. Dubbed "Icon", the collection celebrates the body-conscious aesthetic that has come to define Beckham's personal style and designs – the two are inextricably linked after all, as she has made no secret of designing for herself, even going so far as to act as fit model.
"I introduced Icon in response to requests from customers for designs as far back as my first collection," says Beckham, whose site also includes sister line Victoria, Victoria Beckham handbags, sunglasses and denim.
"I wanted to find a way to offer them key dresses from the archive, but in newly reworked colours and fabrics," she added.
Hand-made in the UK, like all of Beckham's ready-to-wear, the inaugural Icon edit is made up of seven dresses, each of which features a full-length exposed zip at the back and a slim, body-conscious silhouette.
The price tag of Beckham's designs mean that they are undeniably in the reach of an elite few. But alongside e-commerce, the revamped website will feature show footage, documentary content, inspiration and news for those who wish to immerse themselves in the British Fashion Award-winning brand Beckham.