While it may come as a surprise, Victoria Beckham’s first ad campaign comes not from the designer’s own RTW, but from a licensed eyewear program.
While a case could be made that the designer’s promotional stunt lensed by Juergen Teller in September of 2018, the one emulating her previous participation in designer Marc Jacobs’ 2008 ad campaign, is her first campaign, that program was only pushed out via a digital billboard and via PR. So with a licensed eyewear program in hand, the designer is finally getting her message out beyond the runway, owned digital channels, and the PR machine.
The move may explain why the eyewear shots are pulled back, rather than framing just the face, allowing for the designer’s ready-to-wear to gain exposure. The campaign, lensed by Hanna Tveite features the clean and well-coifed model Vanessa Axente. The campaign found its way to a wild-posting program that hit the London streets pre-global lockdown and hopefully with gain some more exposure this summer.
The impression is delighted to see the house finally get the media exposure beyond its traditional circles and hopes it is the first of future visions, with or without eyewear.
Victoria Beckham Creative Director | Victoria Beckham Photographer | Hanna Tveite Models | Vanessa Axente Hair | David Harborow Makeup | Laura Dominique