Travelling with kids: what you need to know before going away this summer
Travelling with kids: what you need to know before going away this summer

Sarah Finnan

Try this crispy elderflower cocktail this bank holiday weekend
Try this crispy elderflower cocktail this bank holiday weekend

Holly O'Neill

What to do when your boss is a bully
What to do when your boss is a bully

Colette Sexton

Filming has begun on the TV adaptation of Graham Norton’s debut novel down in West Cork
Filming has begun on the TV adaptation of Graham Norton’s debut novel down in West...

Sarah Finnan

8 engrossing Netflix picks worth starting this long weekend
8 engrossing Netflix picks worth starting this long weekend

Jennifer McShane

Rihanna is about to release Fenty Parfum
Rihanna is about to release Fenty Parfum

Holly O'Neill

House of Gucci: The explosive true story behind Lady Gaga’s upcoming crime biopic
House of Gucci: The explosive true story behind Lady Gaga’s upcoming crime biopic

Jennifer McShane

Rosemary MacCabe: ‘I thought I’d accepted my body – then I got pregnant’
Rosemary MacCabe: ‘I thought I’d accepted my body – then I got pregnant’

Rosemary MacCabe

‘Hello? Where is Fergie?’: Sarah Ferguson offered her help to ‘The Crown’… but they declined
‘Hello? Where is Fergie?’: Sarah Ferguson offered her help to ‘The Crown’… but they declined

Sarah Finnan

Westlife’s Mark Feehily is selling his Sligo lakeside home for €1.15 million
Westlife’s Mark Feehily is selling his Sligo lakeside home for €1.15 million

Megan Burns

blank

This is why Victoria Beckham is cutting her prices by 40%


by Holly O'Neill
25th Jun 2021

Victoria Beckham is about to get a lot cheaper, as Vb is looking to “future-proof” her brand by reducing the average price of her dresses by almost 40%.

Victoria Beckham is set to reduce the average selling price of her dresses by almost 40% in an effort to reach a broader customer base and to adapt to the lifestyle disruptions caused by the pandemic.

The designer will merge her main luxury line, Victoria Beckham, with her more accessible diffusion line, Victoria, Victoria Beckham, according to Vogue, by using less embellished fabrics and changing silhouettes. Marie Leblanc, the label’s CEO, said the changes were to “future-proof” the brand.

“Right now feels a bit like that moment after you’ve had a baby, and you can’t remember what you wore before you were pregnant,” said Victoria Beckham at the launch of her new collection. When I was pregnant with [daughter] Harper I wore very different clothes, and after she was born it took me a while to figure out what I wanted to wear. Coming out of the pandemic feels a bit like that. I really embraced a more relaxed way of dressing during lockdown, and that changes what I want to wear now.”

“We are going to come out of this time with a hybrid lifestyle,” said Leblanc. Maybe you don’t have to dress up so much to take a meeting.”

“The other day I was packing for a trip to New York, and I pulled out the pieces I would normally take – midi-length skirts and pussy-bow blouses – and they didn’t feel right at all. I wore denim and tailoring instead,” said Vb.

Beckham and Leblanc said they hoped the pricing structure change would broaden their customer base. Despite being one of the biggest names in fashion, Victoria Beckham is yet to turn a profit.

“Our customer is smart,” said Leblanc, “she wants value for money.”

Photography by Jason Lloyd Evans.

Also Read

Rosie Huntington-Whiteley skin
BEAUTY
Goodbye, adult acne: Rosie Huntington-Whiteley reveals her hero skincare routine

Rosie Huntington-Whiteley opens up about her acne issues and what products worked best for her When it comes to skincare...

By Shayna Sappington

PRP
BEAUTY
I tried PRP therapy, the Vampire Facial for your eyes

Platelet-rich plasma (PRP) therapy, also known as the “Vampire Facial”, favoured by Kim Kardashian, brings life back to the undereyes.Possibly...

By Melanie Morris

mismatched nails
BEAUTY
The best mismatched rainbow nails on Instagram for your next appointment

Screenshot these joyful mismatched rainbow nails for your next salon visit or lose a few hours attempting nail art this...

By Holly O'Neill

going grey
BEAUTY
‘It felt like taking control of the wheel’ – Sali Hughes on the beauty of going grey

Beauty writer Sali Hughes recently made the move from brunette to grey, and she’s been documenting the whole thing over...

By Sarah Finnan

crochet top
FASHION
Gigi Hadid’s €40 crochet top has summer written all over it

Gigi Hadid was seen donning a pastel yellow crochet top from Mango… so safe to say we’ve all added it...

By Sarah Finnan

Ciara Flood
FASHION
Need clarity of mind? Start with a cathartic Covid wardrobe cleanse

Style consultant Rose-Mary Roche takes us through her step-by-step guide to the ultimate wardrobe cleanse. Start by pulling out your...

By IMAGE

Harry and Meghan's wedding
WEDDINGS
A look back at the glamour (and drama) of Harry and Meghan’s wedding day 3 years ago

So much has happened in the three years since Harry and Meghan’s wedding that it’s easy to forget that while...

By Amanda Cassidy