In Victoria Beckham’s ten years at the helm of her eponymous brand, the ex-Spice Girls star has become known for getting to the core of what the zeitgeist enjoys when it comes to dresses, and dressing up.
In the process, the designer will change the shape of some silhouettes and use fewer embellished fabrics, per The Guardian, in order to make her collections more accessible to those who have been previously unable to afford the brand.
The demand for party dresses and “traditional” tailored workwear decreased dramatically as everyone was temporarily stuck at home.
CEO of the label, Marie Leblanc de Reynies, said adapting to the current economical and consumer climates was necessary to “future-proof” the brand.
“Right now feels a bit like that moment after you’ve had a baby, and you can’t remember what you wore before you were pregnant,” said Beckham at the launch of her newest collection.
“The other day I was packing for a trip to New York, and I pulled out the pieces I would normally take – midi-length skirts and pussy-bow blouses – and they didn’t feel right at all.
Putting the brand’s future in the hands of this new pricing structure and consolidation of the brand’s luxury and affordable collections aims to boost the label’s bottom line by making it more accessible and broadening its customer base.