Victoria Beckham has recreated her famous Marc Jacobs carrier bag ad from 2008 as she celebrates the 10-year anniversary of her own brand this year.
Beckham famously appeared in a Marc Jacobs ad campaign a decade ago shot by Juergen Teller with her legs sticking out of one of his carrier bags. To mark a decade of her own label, Beckham is appearing in a similar pose, this time in one of her own carrier bags, and Teller himself appears in one of her campaign shots.
"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,” said Beckham, who added that Jacobs had given her his blessing to recreate the ads.
“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,” she said.
The ads are live at London's Piccadilly Circus pre-saging the designer's appearance at London Fashion Week this coming week (on 16 September), where she will be showing her mainline for the first time since its launch. Beckham launched her mainline in New York and it has been shown there ever since.
A limited edition capsule collection, the accessories from which feature in the campaign, will be launched on 15 September, along with a limited edition T-shirt featuring a shot from the campaign, which will be sold at www.victoriabeckham.com, her London and Hong Kong stores, and at Harrods, Selfridges, Mytheresa.com, Bergdorf Goodman, Neiman Marcus and Lane Crawford.