Victoria Beckham teases her e-commerce site launch with a 17 second video

Victoria Beckham’s first e-commerce website is launching next month, and a new short film gives Beckham fans a sneak peek at the site’s creative new direction.

The video teases a new look for the brand through a series of images that flash onscreen. The grainy images show models wearing Victoria Beckham clothing with an attitude that we’re not used to seeing from the brand. As the images appear, Beckham asks herself, “What do people expect of me? I think people expect the best.”

From Victoria Beckham, we would expect no less. The new website is expected to focus on design and functionality. Creative content such as videos and images will be shared online to grant users unprecedented access to the creative process behind the clothes. Art director Jonny Lu, whose clients also include Louis Vuitton and Peter Pilotto, reportedly worked in close collaboration with Victoria Beckham herself on the look and feel of the website. Isaac Lock of Love Magazine also contributed with editorial content.

Currently, the website allows users to subscribe to receive notifications and brand updates. Additional materials will be published leading up to the site’s spring launch.

UPDATE: Victoria Beckham has announced that she will launch a new line, Icon, to be released solely on her new e-commerce website. The first Icon collection will feature seven dresses, including styles from the first season of Victoria Beckham.

“I introduced ICON in response to requests for designs from customers as far back as my first collection, and I wanted to find a way to offer them key dresses from the archive, but in newly reworked colours and fabrics. I hope these updated styles will become unique, limited editions pieces and am excited to revisit other archive designs as the Icon collection continues to grow,” said Beckham.

New pieces of the Icon collection will be offered throughout the year. The launch date for both the site and the new dress line is February 2013.

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