Victoria Beckham has come a long way since 2008. Back then, the former Spice Girl was just making her first foray into the fashion industry—and she made it with a splash by starring in an instantly iconic ad campaign for Marc Jacobs. Now, ten years later, Beckham is celebrating a decade of her own namesake brand by recreating those famous shopping bag ads.
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Ahead of her tenth anniversary show at London Fashion Week, Beckham tapped Juergen Teller (who also photographed her Marc Jacobs campaign) to recreate the ads with her own brand’s shopping bags this time. Coming full circle, the new images are a playful nod to her start in fashion.
“When Marc Jacobs featured me coming out of a shopping bag a decade ago it really was just the beginning of my journey into the fashion industry. It was funny and ironic and brilliantly captured by Juergen Teller. And it came out just as I was about to present my debut collection. So what better way of illustrating the story of the past ten years than by revisiting the creative but this time with my own branded bag,” Beckham said in a statement from the brand.
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Before she recreated the iconic ads, however, she made sure to get Marc Jacobs’ approval, “Marc gave me his blessing to recreate the shot and Juergen agreed to collaborate with me again which was just incredible, and him appearing in one of the images was really important to me. The collaboration with him was incredibly special and I wanted to document it,” Beckham explained.
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For those who can appreciate this throwback piece of truly iconic fashion history, you can now shop the famous ad in t-shirt form on Victoria Beckham’s site. Retailing for $150, the shirt is now available for a limited amount of time.