British designer Victoria Beckham has launched her debut e-commerce website. Previously just an online lookbook for the label’s collections, the new site is fully transactional and sells the brands numerous lines including ‘Icon’ – an exclusive line of ready-to-wear dresses inspired by the label's most popular designs.
The revamped website is divided into two sections, Shop and Look. The first being the transactional area where customers can purchase her ‘Icon’ line as well as pieces from the contemporary Victoria, Victoria Beckham line, accessories, eyewear and denim.
While the ‘Look’ section is an ‘ever-changing’ brand content area, which features footage from the designer’s catwalk shows from New York Fashion Week, documentary snippets, design inspiration, and news.
The e-commerce site will serve customers in the UK, US and Europe to begin with, although there are plans to roll out sales across additional territories in the future.