"This is a labour of love" said Victoria Beckham of her new label, "I wanted to create something that was accessible to all with great prices but that didn't compromise on fabric. It isn't a diffusion line, a licensing deal or a "second line", it's a different concept.
Victoria talked ELLE through the 21-piece dress collection in the same intimate manner she launched her mainline, if we're allowed to call it that. Baby Harper lay on her lap throughout, the apple of her mother's eye, "I can't leave her alone for a minute, I haven't been out without her since she was born nine weeks ago, she's too wonderful to leave". Victoria was dressed in her Cute Cat print dress and towering Charlotte Olympia heels custom made for the collection and sadly not going in to production, Harper in head-to-toe Bonpoint, "don't you love it there? David gets annoyed that I spend more on Harper's socks than his. Of course I do, he's fine with M&S".
The presence of Harper meant that we digressed often from the subject in hand - another nugget... she was told she was having a boy right up until six months - which had no reflection on the dresses greatness. Because they really are great.
Inspired by the cartoon character Emily Strange, the tough brunette girl with cute comic book style not dissimilar to Beckham. On show were straight up and down lines that were created during her pregnancy "that fit any shape, I didn't want anything clingy", vibrant colours and childish prints "that can't help but make you smile".
Victoria was keen to convey just how difficult it was to produce this level of craftsmanship for these price points - double-faced satin, three yarns on one dress, different prints front and back. Entry level starts at £355 and they average at £650. We don't have any stockist details yet but as she sat next to Natalie Massenet at her Sunday show Net-a-Porter would be a safe