Beckham Rocks L.A. It wasn't a bad four days for Kitson owner Fraser Ross recently when Victoria Beckham arrived in Los Angeles to promote her new line.
Ross said he racked up $35,000 in sales from the denim-driven collection done in partnership with Rock & Republic. Jeans featuring embroidered crowns on the back pockets and ribbed tanks with cheeky sayings such as "Royal Pain in the Ass" retail from $125 to $220.
"The power of celebrity keeps the customer interested," he said.
That relationship is a two-way street for Beckham, formerly Posh Spice, who more than worked the velvet rope. Decked out in tight jeans barely four months after the birth of her third son, Cruz, Beckham signed autographs and chatted with fans, even staying an extra 45 minutes past her planned two-hour commitment at Kitson. Her sales pitch to shoppers focused on the fit of the jeans.
"I haven't had much of a bum and these are good for me," she said. "It'll make your body look fantastic."
Rock & Republic co-owner Michael Ball said the line is also selling at stores such as Harvey Nichols in London. He expects it to generate about $2 million. Beckham said she plans to add a men's and children's line to the mix.
Fashion is nothing new to Beckham, nor to her soccer star husband, David. She modeled for Rocawear's advertising campaign two years ago. He has helped design a children's line for Marks & Spencer, and recently developed a line of performance products, including sneakers, boots, hooded jackets, jerseys and pants in conjunction with Adidas. As a result, they like to trade tidbits of advice.
"We help each other out," she said.
In town with her family, Beckham said she was taking the brood to Disneyland after her husband finished promoting his soccer academy in Carson, Calif., at the Home Depot Center. — Nola Sarkisian-Miller
Limited Launches Jeans The Limited will add denim to the mix next month. The Limited Jeans Collection is set to hit all 323 Limited stores on July 11. Elliot Staples, vice president of design for Limited stores, said the company previously focused on "wear-to-work" pants, but has now seen growing potential in the denim market. Staples said the chain will concentrate on dressing the consumer, not just for work, but "from Friday to Sunday afternoon."
A Stella McCartney sketch of a custom dress made from protein-based silk in partnership with biotech lab Bolt Threads. The dress will be displayed at The Museum of Modern Art's upcoming design exhibition, "Items: Is Fashion Modern?"