Victoria Beckham features herself in first ever ad campaign

By

Barbara Santamaria

Published
Sep 11, 2018

British designer Victoria Beckham has recreated an ad campaign photographed by Juergen Teller for Marc Jacobs in 2008 which featured her inside a giant carrier bag for the ever ad campaign of her eponymous brand.

Going live on the famous Piccadilly Lights in central London this week, the first VB campaign is made up of three images of the designer – again captured by Juergen Teller. They show her with her legs sticking out of a white Victoria Beckham carrier bag, wearing a nude bodysuit and holding a suede handbag whilst being photographed by Teller, and in a standing position wearing white pumps.

"When Marc Jacobs featured me coming out of a shopping bag a decade ago it really was just the beginning of my journey into the fashion industry. It was funny and ironic and brilliantly captured by Juergen Teller. And it came out just as I was about to present my debut collection. So what better way of illustrating the story of the past ten years than by revisiting the creative but this time with my own branded bag,” the designer explained.

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“Marc gave me his blessing to recreate the shot and Juergen agreed to collaborate with me again which was just incredible, and him appearing in one of the images was really important to me. The collaboration with him was incredibly special and I wanted to document it.”

The luxury brand has also launched a limited-edition t-shirt featuring one of the images from the campaign, available exclusively online and in its Dover Street and Hong Kong stores. Meanwhile, the accessories presented in the campaign will go on sale on 15 September as part of a limited-edition 10th anniversary capsule collection.

“I have always put all of me in to my brand and I wanted to convey that message with these images. That I am and have been literally “putting Victoria into Victoria Beckham since 2008”. If there was a strapline that would be it! It’s tongue in cheek but there’s a real message in it for me,” she commented.

This philosophy will be represented by the designer opening her Dover Street store to the public after her LFW show in Sunday 16 September. She will also be behind the till playing the role of the sales assistant for the day.