Beckham’s eponymous label was launched in September 2008 in a low-key presentation.
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By 2011, it had grown into a fixture of New York Fashion Week and a lower-priced Victoria by Victoria Beckham label was introduced. In the first quarter of 2011-12, it was predicted to generate annual sales of more than £60 million. Known initially for its dresses, the range has expanded into separates and luxury handbags selling at up to £18,000. Alongside the main fashion line and diffusion range, the Victoria Beckham brand still includes separate denim, eyeware and fragrance lines. In November 2011, Victoria Beckham won Designer Brand of the Year at the British Fashion Awards.
In September 2012, Victoria Beckham was the most talked about designer on Twitter during New York Fashion Week, also acquiring 57,000 new followers during the shows according to research by The Whispr Group.
Writing in The Independent in February 2014, Alexander Fury described how Victoria Beckham had made the transition from novelty to respected designer, citing her recent guest editorship of French Vogue and forthcoming participation in a panel discussion with the dean of Parsons design school in New York. The article concluded that the brand’s sales were down to the appeal of the designs themselves, not the celebrity association.
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