Victoria Beckham is restructuring her brand and going "back to basics" as the label tries to recover from the coronavirus downturn.
The designer has decided to show just one collection a season for her eponymous signature line and her affordable Victoria Victoria Beckham line, and starting next year, the collections will be available in stores.
And as a result of the restructuring, less than 20 per cent of the workforce – around 20 jobs – will be lost, mainly from the production side of the business at Beckham's atelier in London.
There are also plans to add more denim and casual wear to the brands, according to WWD, and as a result, average selling prices of the Victoria Beckham line will be reduced.
The aim of the overhaul is to enable customers to buy a full wardrobe from the designer's eponymous collection.
“It feels very relevant now to take things back to basics. It has fostered great energy and a real sense of creativity amongst the teams,” she said in a statement, noting that she and her team are looking at downscaling their upcoming presentation for New York Fashion Week in September.
“I’m really excited about revisiting the intimate approach to showing collections that I had when I first started the business," she added.
Her spokesperson said that Beckham is considering art gallery locations where up to 20 people at a time could view her new collection, but that would be scrapped if there was a second wave of Covid-19 infections.
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