Victoria Beckham on the Path to World Domination With Her Flagship Launch Mayfair London

Victoria Beckham spoke exclusively to Fashion One about the launch of her first store on Dover Street in Mayfair, London.

“London was always going to be where I wanted to open my first store,” she said. “I’m very proud to be British. I’ve spent a lot of time in London, my family’s from London and live in London, my studio is here in London, so this is always where I wanted to have my first store.”

“I’ve always loved Dover Street, I was very lucky to find this space. When you come into the store, it’s a real gem with a very special energy about it. It’s very unassuming from the outside, which I love.”

“Farshid Moussavi, the architect that I collaborated with, has an incredible eye. She is a very strong woman and she understands fashion. She had never worked in retail before, and I was really attracted to that. When people come into the store I want them to know instinctively that this is a Victoria Beckham store. There are a lot of unique details in the shop that I think people will enjoy - a lot of time and effort has been put into things that look quite minimal.”

“The other thing that was important for me was that this was a fun and easy shopping experience for men, because that’s important. I wanted to make sure the men were going to be as looked after as the women.”

“I really focused on buying a lot of show looks as well so my customer can come here and buy something she has seen pictures of in magazines.”

“The public have come on this journey with me, and it’s important that when the customer comes through the door she feels that she’s been part of this journey.”