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Victoria Beckham campaign Juergen Teller Marc Jacobs
Photography Juergen Teller

Victoria Beckham revisits an iconic 2008 shoot for new campaign

The designer recreated her appearance in Marc Jacobs’ SS08 ad to celebrate a decade of her own eponymous label

It’s been ten years since Victoria Beckham shimmied out of her little Gucci dress and into the first of her own designs, and now, having spent the last decade showing in New York, she's preparing to make her London Fashion Week debut. Before Sunday’s presentation rolls around, though, this morning she also released her first ever campaign. Who does it star? The woman at the centre of it all, of course: Victoria herself.

As shot by legendary photographer Juergen Teller, the campaign pays homage to Marc Jacobs' 2008 campaign, when VB appeared with her legs sticking out of one of his enormous carrier bags. Only, this time around, it’s the Victoria Beckham logo the bag features.

“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,” she explains. “It was so funny and ironic, and it came out just as I was about to present my debut collection. I’ve always put all of me into my brand, and I wanted to convey that with these shots. That I am and have literally always been putting Victoria Beckham into Victoria Beckham since 2008!”

A limited edition t-shirt featuring one of the images will go on sale ahead of the VB show on September 16, with the designer herself apparently set to do a shift on the tills of her Dover Street store that afternoon. Meaning, if you’re keen on picking one up and get there at the right time, there’s a chance Victoria Beckham will place a t-shirt featuring a picture of Victoria Beckham in a Victoria Beckham bag in a Victoria Beckham bag for you. And it doesn’t get much more meta than that.