Someone call the fashion fire brigade because Victoria Beckham is stuck in an oversized bag, again.
This morning, the 44-year-old designer announced the release of her latest - and first - campaign for her eponymous fashion label.
In several snaps shared to her Instagram account, the fashion singer can be seen recreating the iconic advertising 2008 campaign from Marc Jacobs, in which she was photographed sitting inside a carrier bag from the NYC designer's label.
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Ten years later, and the designer is climbing inside another bag - this time with her name on the front - and posing for renowned fashion photographer Juergen Teller, who previously shot the campaign for Jacobs.
'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,' Victoria explains via a press release.
'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.'
Six months after Jacobs and Teller's campaign hit featuring the former Spice Girls member hit international headlines, Beckham presented her own debut collection in September 2008 at New York Fashion Week to rave reviews.
The mother-of-four continued: '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.'
'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 concluded her statement.
The campaign will go live on London’s famous Piccadilly Lights for a week on Monday 10 September. A limited-edition T-shirt featuring one of the images from the campaign will also be available exclusively on her website and in her Dover Street and Hong Kong flagship stores.
On Sunday 16 September, days after she returns to LFW to mark her brand's ten-year anniversary, fans will be able to see the designer at her Dover Street flagship store behind the till as the store goes open to the public.
Here's hoping she has some bags to climb inside.
Katie O'Malley is the Site Director on ELLE UK. On a daily basis you’ll find Katie managing all digital workflow, editing site, video and newsletter content, liaising with commercial and sales teams on new partnerships and deals (eg Nike, Tiffany & Co., Cartier etc), implementing new digital strategies and compiling in-depth data traffic, SEO and ecomm reports. In addition to appearing on the radio and on TV, as well as interviewing everyone from Oprah Winfrey to Rishi Sunak PM, Katie enjoys writing about lifestyle, culture, wellness, fitness, fashion, and more.
