Victoria Beckham is launching her debut e-commerce site today (26.03.13), which will stock her ready-to-wear collection, contemporary Victoria by Victoria Beckham line, accessories, eyewear and denim for the first time.
The site will also sell an exclusive array of reissued dresses from previous seasons, The Victoria Beckham Icon collection, with a new selection becoming available every few months.
Victoria explained to WWD: "They don't seem to date, and the customer feels good in them. Once it's sold out, that's it. There will be no more. I limit my production.
"It's not about making and selling as many dresses as I can. I've never done that. I want to limit it so the customer feels special. It won't go to any other retailer. It's really exclusively for me."
The mother-of-four - whose empire is based in Battersea - added: "There's a cool, edgy rawness to it - and that's very much how I wanted it to look. With regards to the imagery, I haven't done anything too complicated. I've kept it real. It's very relatable.
"I didn't want the images to be super glossy and retouched - I find that quite an old-fashioned approach. It's very honest. That's why people respond to the brand in the way that they do."