LOS ANGELES — Victoria Beckham, the former Spice Girl, is getting her groove on again in a design partnership with denim label Rock & Republic.
Beckham, who is married to soccer superstar David Beckham, is partial to denim, T-shirts and miniskirts. Fashion is one of her passions.
“I must have 500 pairs of denim in my closet so I’m really in my element — I love fashion,” said the former Posh Spice by telephone from Madrid — hubby plays for Real Madrid — where she arrived after attending Dolce & Gabbana’s fashion show in Milan. “One of my ambitions is to have clothes in Fred Segal and shoes at Barneys.”
It doesn’t hurt that she’s a fan of Rock & Republic, a two-year-old contemporary line on track to hit $20 million in sales this year and known for its rocker sensibility.
“It’s a very, very sexy line, a little bit edgy, and the way they make your bottom look is fantastic,” said Beckham, who is four and a half months pregnant with her third son.
The venture appealed to Rock & Republic owners Michael Ball and Andrea Bernholtz, who had passed on previous celebrity deals in favor of one that went beyond a license or wasn’t a mass market expansion that would dilute the brand. Ball wouldn’t disclose terms of the deal, but said first-year sales were expected to hit $2 million.
“I wanted to do something that was different and had integrity and wasn’t purely financial,” he said. “I’ve been blown away by her work. We’ve met with her in Madrid and she had storyboards, swatches — we were very impressed.”
The new spring line, called Victoria Beckham for Rock & Republic, will offer three jeans (along with a maternity style), a miniskirt and T-shirts adorned with the new black label, signed off in cursive and featuring a jeweled royal crown. For fall, they will offer a fuller collection, including outerwear and accessories.
Ball plans to limit distribution of the line to between 100 and 200 accounts — those that can manage the higher wholesale price points of $80 to $100. By comparison, Rock & Republic wholesale prices average $68 to $70.
This story first appeared in the October 4, 2004 issue of WWD. Subscribe Today.
The new line, which will ship in January or February, will be promoted this month at department store Mitsukoshi in Tokyo, where Rock & Republic has just signed a new distribution deal. Rock & Republic also plans to open one freestanding store there in the next year. Domestically, the line will debut during Los Angeles Fashion Week at Rock & Republic’s show on Oct. 29, which Beckham will attend.
The partnership coincides with the company’s in-shop build-out by November at Harvey Nichols in London, home base for the Beckhams, who rent in Madrid.
The entertainer has dipped her strappy-heeled toes in fashion before, modeling for Rocawear’s advertising campaign last year. She said this venture was different.
“That was good synergy for me, but now I’m on my own and it’s a completely different line with a lot more fashion,” she said.
The mother of Brooklyn, 5, and Romeo, 2, she will have another boy in March, she said, noting she’s feeling well and can handle the business pressures.
As far as speculation about a rocky patch this year in her marriage, Beckham said, “We’re very happy. Don’t believe everything you read.”