In fact, Wintour and crew chose the unglamorous assembly point to launch GREAT, a publicity initiative aimed at attracting tourism to the UK during and beyond the Olympic year.
The launch saw a group of British fashion expats including Wintour, Beckham, Tamara Mellon, model Karen Elson, Marchesa designers Georgina Chapman and Keren Craig, and Rag and Bone’s David Neville and Marcus Wainwright pose in front of a subway train wrapped in British-themed branding (the Union Jack, ‘Keep Calm’ typeface, etc).
Beckham, who lives in Los Angeles and presents her collections in New York, has signed on as an official ‘ambassador’ for the initiative. The designer will shoot a film to promote GREAT, and the campaign will use imagery of one of Beckham’s dresses to highlight excellence in British design.
‘We have some incredible British fashion talent to be proud of,’ Culture Secretary Jeremy Hunt said. ‘From royal wedding dress designed Sarah Burton to GREAT ambassador Victoria Beckham, British designers are among the best in the world.’
And doesn’t the whole of Grand Central Station know it...