The New Ad for Victoria Beckham’s Collaboration With Target Will Spice Up Your Life
We’re getting some serious girl power flashbacks today courtesy of Victoria Beckham‘s Instagram account, on which the pop star turned fashion guru debuted a commercial for her upcoming fashion collaboration with Target. The line, tagged VBxTarget, is aimed at women and girls — or more specifically, moms and daughters, as the sprightly segment suggests.
The commercial is set to the song “Spice Up Your Life” by Beckham’s former girl group, the Spice Girls, pop culture icons of the 1990s — but somehow the tune sounds fresh and modern when set to a scene of gorgeous women and adorably precocious girls running around an airy mansion, frolicking through green gardens, and even hiking across sand dunes in matching garments, including both brightly hued and black-and-white designs. We dare you to watch without fighting the urge to dance.
The scene opens on model Sasha Pivovarova, who posed with her daughter, Mia, in Vogue in 2014 for Beckham’s exclusive mother-and-child pieces for the charity Born Free — possibly the inspiration behind her line with Target, which is set to launch April 9. In an interview with People, Beckham said she’d been wanting to design more accessible fashion than the pieces currently available in her high-end, eponymous line.
My first ever TV advert for #VBxTarget! So much fun with @targetstyle x VB See it now at victoriabeckham.com/target TURN IT UP and #spiceupyourlife ???? @willyvanderperre
A post shared by Victoria Beckham (@victoriabeckham) on Mar 15, 2017 at 6:50am PDT
“For a while now, I have wanted to offer something to a wider group of women, who either don’t want to, or can’t afford to spend designer prices. The Victoria Beckham for Target collection reflects the essence of my Victoria, Victoria Beckham line, which is the category within my brand that I was inspired to create when I was pregnant with Harper,” Beckham tells the publication, referring to her only daughter. “With both the VVB line and Harper turning 5 this past year, it felt like the perfect time to celebrate both milestones.”
On Target’s website, Beckham describes the process of designing for children, which was new to her. “Designing for children is something I’ve wanted to do for a long time. … When working on it, I really felt I could tell a story and have fun with it — and I think the clothes reflect just how much fun I had designing them! Being a mother has helped me understand what’s important when it comes to the category.”
And while Beckham’s mother-daughter wardrobe for Target might be seen as the ultimate example of girl power — the feminist mantra the Spice Girls made famous in the ’90s — Posh herself finally told MTV in 2015 what she believes the phrase to actually mean: “We were just five girls who weren’t all that great individually, but together we were pretty great! That’s real ‘girl power’: Be who you are, do what you like, and be friends with other girls!”
And proving that “friendship never ends,” Beckham added, “I’m still very close to all of those girls. I’m really proud of what I achieved with them.” And even more proud of what she continues to achieve as a designer, entrepreneur, wife, and mom, no doubt.
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