Beckham Signs Sunglasses Deal, Takes Denim In-house

Victoria Beckham, who launched dVb fashion brand with sunglasses and jeans in 2007, signed a manufacturing deal with Cutler and Gross for sunglasses.

NEW YORK — Victoria Beckham, who launched her dVb fashion brand with sunglasses and jeans in 2007, signed a multiyear manufacturing deal with Cutler and Gross for sunglasses, and is taking denim in-house.

This story first appeared in the May 6, 2009 issue of WWD.  Subscribe Today.

Beckham’s sunglasses, previously produced in France, will now be made by the London-based firm, which was launched by Graham Cutler and Tony Gross almost four decades ago. The new collection will be unveiled to retailers in September for immediate delivery.

Meanwhile, the denim line, which was launched in a manufacturing deal with Western Glove Works, will now be produced and distributed in-house, mirroring the approach Beckham has taken for her dress collection, which is also based in London. The first in-house jeans collection will be unveiled for spring 2010. Beckham’s denim line was introduced with much fanfare at Saks Fifth Avenue, but has hit a few hiccups along the way.

To accommodate the new strategic approach, Beckham has expanded her production and distribution teams. The wholesale price range for Beckham’s denim line will be $60 to $110.

The former Spice Girl is making the rounds this week. She was a guest at the Costume Institute benefit on Monday. Today, she will head to Macy’s Herald Square to unveil the new Emporio Armani Underwear campaign, in which she appears.