Victoria Beckham admits her new London store is the first time "her vision" has been realised.
The British designer has built up a fashion empire with her own eponymous label, which is the go to brand for many A-listers. She regularly shows at New York Fashion Week, and recently returned to her English roots by creating her very first stand alone store in London's Mayfair district, which opens on Thursday.
"For the first time, it’s my designs, my vision. This is how I feel the clothes should be showcased, how I like them to be seen. That’s been very exciting for me - to be able to buy what I believe the customer wants,” Victoria beamed to WWD.
As well as showcasing her latest pieces, Victoria has also been on hand to advise how she wanted the store set out. She explained her desire for the shop space to be flexible and to accommodate a constant flow of new products.
“We can play with how we merchandise things, and I think that’s a very modern way of shopping. So hopefully, every time somebody comes to the store it’s going to be a slightly different experience,” she smiled.
Victoria's Spring/Summer 15 collection was well received when it showed in New York earlier this month and included shoes for the first time.
The style star is channelling a lot of her runway designs into the new store and hopes that clothes lovers will enjoy the ease of being able to buy something they've seen in a fashion show.
“I think it’s important that women can actually buy what they see on the catwalk and what they’re seeing in magazines,” she explained.
Sunglasses, small leather goods, key rings and a skate chain inspired by the one her husband David wears will also all be available to pick up.