The last 10 years have seen designers being increasingly open to collaborate with high street retailers like H&M and Target on price-friendly collections and many have followed in the footsteps of designers like Marc Jacobs with his contemporary Marc by Marc line. Victoria Beckham is the latest designer to take the business step by launching a secondary line.
Having achieved critical acclaim both in the fashion world and amongst celebrities, Beckham has decided to expand her empire and has just launched a dress collection for S/S12 called, Victoria by Victoria Beckham. Although the prices are still relatively high, the aesthetic is notably younger and was inspired by Emily the Strange. The style of the contemporary line "means that I’m opening these designs to women and girls of all different shapes and sizes, people who maybe want something less tight and clingy and structured," she explained. "It also makes it more comfortable for during the day. You can wear them with a pair of flats or a pair of heels and they look great.”