Victoria Beckham Can’t Seem to Escape This Oversized Shopping Tote in New Ad Campaign

Ten years ago, Victoria Beckham traded in her pop star image for a seat among fashion’s elite when she debuted her eponymous label in September 2008. This week, Beckham will be marking her label’s 10-year history in a major way, culminating with the debut of her spring/summer ’19 show in London, having previously taken over New York runways over the past decade. To celebrate her 10-year journey, Beckham released her first-ever ad campaign today, starring the leggy designer herself, an oversized carrier tote and stiletto heels.

“Wait, didn’t she already release an ad like that?” you probably just said to yourself. Yes, she did in April 2008, when she teamed up with Juergen Teller for a hilarious Marc Jacobs ad that saw the then-burgeoning designer trapped inside of an oversized Marc Jacobs shopping tote with her legs hanging out.

To commemorate her 10-year milestone, Beckham recreated the campaign, this time with her logo plastered on the front of the carrier–and of course, with Teller behind the lens again.

“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” Victoria explained. “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.”

In one photo, Beckham is lying down on the concrete with her legs sprawling out of the bag, revealing an unreleased pair of white heels. Another photo shows Teller inside the shopper tote with Beckham, snapping a photo of the designer as she stumbles out of the bag–and it’s just as glorious as the original.

“Marc gave me his blessing to recreate the shot and Juergen agreed to collaborate with me again which was just incredible, and him appearing in one of the images was really important to me,” she added. “The collaboration with him was incredibly special and I wanted to document it. I have always put all of me in to my brand and I wanted to convey that message with these images. That I am and have been literally “putting Victoria into Victoria Beckham since 2008”. If there was a strapline that would be it! It’s tongue in cheek but there’s a real message in it for me.”

Starting today, Beckham’s campaign will be on display at London’s Picadilly Lights for one week. To coincide with the campaign, she also released a limited-edition t-shirt ($150) featuring one of the images from the campaign, sold exclusively on her website and at her Dover Street and Hong Kong flagship stores.