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Brief Published: 6 Jul 2011

Victoria Beckham Launches Diffusion Dress Line


Victoria Beckham is creating a diffusion line, Victoria by Victoria Beckham, for Spring/Summer 2012 that aims to show the ‘other side’ of her eponymous luxury line. The collection of feminine dresses will retail at lower price points than the mainline, with pieces starting around $550 (about £344).

Inspired by Emily the Strange, the quirky, teenage cartoon character, the diffusion collection has a relaxed silhouette with youthful details such as bows, ruching and drop-waists giving the collection an ingénue aesthetic. It will be produced in Portugal.

Victoria Beckham launched her mainline for the S/S 2009 and is now in her sixth collection. The Victoria Beckham label reported $8 million turnover in 2010 and is projecting an increase of $4 million for 2011 (WWD). Such success is not being achieved solely on the weight of Beckham's celebrity status – the covetable collection has found a niche and the new line will add a new string to the brand’s bow.