Like any good entrepreneur, Victoria Beckham is trying to expand her brand to reach as many people as possible. Her solution? Start a lower-priced line of dresses, so people who can’t shell out $1,400 or more for her main collection have the option of spending $550 to $900 on a dress from Victoria by Victoria Beckham. Also? The collection is inspired by Emily the Strange, that black and white cartoon of a sulky, badass girl who wanders around with cats.
But back to the price point. The whole point of a diffusion collection is that it’s supposed to diffuse a brand over a wider range of people, but with prices like that (and, according to Women’s Wear Daily, some pieces cost as much as $1,300), Beckham isn’t diffusing anything, so much as she’s giving her regular clients a reprieve from the tyranny of the multi-thousand dollar body conscious dress. Still, we like the name: Victoria by Victoria Beckham rolls off the tongue just as well as Marc by Marc Jacobs or Michael Michael Kors.
And the clothes are good, or at least the ones we’ve seen so far are good — hyper feminine and not as sleekly buttoned up as Beckham’s other dresses. Beckham told WWD timeline of their creation is right in line with her current pregnancy. She’s having a girl this time around, and, accordingly, the new threads comprise “the most girly collection I’ve ever created.”
“These are the kind of dresses I’ve been searching for,” notes Beckham, who admits to being her own archetypal customer. If she won’t wear it, it doesn’t make the line. “The perfect little summer dress, something that was fun, something that was girly, something that was easy to wear, something that would take you from day through the night.”
And hey — we like all those things. What we don’t like is not calling a spade a spade. While these prices might be lower than Beckham’s other clothing, they’re still pretty high as far as secondary designer line is concerned.