The former Spice Girl’s collection with the high street chain is likely to be a fruitful new venture
Victoria Beckham said she wanted the Mango collection to ‘speak to a wider audience’ in a way that retained the aesthetic of her brand.Victoria Beckham said she wanted the Mango collection to ‘speak to a wider audience’ in a way that retained the aesthetic of her brand.proclaimed that she wanted to be “as famous as Persil automatic”. Now, as she enters her sixth decade, the pop star turned designer has eclipsed her goal.
On Tuesday, her debut designer collection for the high street chain Mango landed globally online and in select stores. By 8am in London a queue had formed outside the brand’s store on Oxford Street as those inside grappled to get their hands on tailored pieces, evening wear and jewellery., Beckham said she had decided to work with Mango to “speak to a wider audience in a way that feels relevant to my brand and retains my aesthetic and DNA”.
Deborah Ogden, a personal branding expert, said the decision to partner with the mass retailer is part of a wider strategy. “Brand is all about connection, and by collaborations with Mango she is expanding her audience and giving them the opportunity to buy into her brand. This may be entry level but over the years that relationship may grow, for example via makeup and eventually her eponymous fashion brand.
Beckham’s collection is the final in a tetrad of luxury designer collaborations unveiled by fast fashion retailers this month. While H&M teamed up with the emerging, edgy designer Rokh and & Other Stories partnered with the whimsical Chinese designer Susan Fang, pieces from both can still be found in stores.
In the early days of her career she cleverly carved out her Posh Spice persona, during the noughties she leaned heavily into the Wag aesthetic before retiring that role, including the bright bodycon and flashy Birkin bags, in an attempt to become a fashion designer taken seriously by the industry.David helped Victoria out of the venue after her 50th birthday party, which was packed with celebrities wearing pieces from her main brand.The pivot has paid off.
Australia Latest News, Australia Headlines
Similar News:You can also read news stories similar to this one that we have collected from other news sources.
‘Mango’ mystery: The maths whiz accused of stealing $167 millionA jailed trader who majored in maths is accused of stealing millions. His criminal trial touches on a big argument within the world of crypto.
Read more »
‘Mango’ mystery: The maths whiz accused of stealing $167 millionA jailed trader who majored in maths is accused of stealing millions. His criminal trial touches on a big argument within the world of crypto.
Read more »
‘Mango’ mystery: The maths whiz accused of stealing $167 millionA jailed trader who majored in maths is accused of stealing millions. His criminal trial touches on a big argument within the world of crypto.
Read more »
Prawn mango salad and lime loaf cake: Thomasina Miers’ Thai-style recipesI still remember the first time I tried Thai green mango salad. It was, and is, a heady combination of flavours: salt, in both crystals and from fish sauce; sugar, preferably unrefined; fresh chilli, lots of it; citrus tang from the lime; and lots of aromatic notes from the herbs.
Read more »
Inside Alvia Asset Partners, the Queensland family office making 15pcMeet a mango farmer managing billions who will back anything except private equity.
Read more »
Victoria Police launch major Easter operation on state’s roadsVictoria Police will launch an extensive Easter operation targeting drivers under the influence in popular holiday locations.
Read more »