"I think I've proven that fashion did not steal my smile"

Victoria Beckham knows the power of a slogan T-shirt. Unlike Katherine Hamnett’s ‘Fashion Hates Brexit’ statement or Dior’s now ubiquitous ‘We should all be feminists’ message, Beckham prefers to err on the light-hearted side; an indication of that infamous sense of humour that is so apparent to followers of her Instagram account.

The humble T-shirt is a key part of her secondary collection, Victoria, Victoria Beckham, which features a range of more accessibly priced pieces aimed at a slightly younger customer.

“We started out with a plain white T shirt which was just a really great shape, and then we had ‘Fashion Stole my Smile’ and then we had ‘It’s a dark but happy place’ - so now we have ‘Smile’,” Beckham tells us of this year’s no-doubt sell-out style (pictured above).

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Victoria wearing her ’Fashion Stole My Smile’ T-shirt in 2017

“I think this week has proven that fashion did not actually steal my smile,” she laughed. “You know, I can have fun and showing that Juergen image [proved that]. Fashion is also about having fun.”

The Juergen Teller image she’s referring to is her new ad campaign – her first, as it happens – celebrating the 10thanniversary of her eponymous brand. The images, which feature the designer falling out of a carrier bag, were recreations of the cult Marc Jacobs campaign that she starred in back in 2008 – also shot by Teller - just months before launching her own label.

Beckham's 10th anniversary campaign

Juergen Teller

One of the images is now, of course, also available to buy on a special-edition 10th anniversary T-shirt.

“It’s not that consciously each season I want to do something funny, I just want to have fun with what I’m doing,” she told us. “I take what I do very seriously and I love what I do, but I also think you do have to have fun.”

Anyone who follows Beckham on Instagram will see, that – in-between the carefully curated brand promo shots and loving family photos – the designer demonstrates a wry sense of humour; unexpected from the sunglasses-wearing, straight-faced persona seen splashed across the tabloid press. And what better way to convey your message, than to wear it?

“People have really responded to the T-shirts that have the fun slogans,” she added. “They’re a great shape and you can wear a funny T-shirt with a great tailored suit or with a great pair of jeans. Ultimately, it’s all about giving my customer what she wants. And that is what she wants.”

What she really, really wants.

The Victoria, Victoria Beckham 'Smile' T-shirt will be available to buy from January.

Inside Victoria Beckham's 10th anniversary show

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