Victoria Beckham launches diffusion line: Victoria by Victoria Beckham

Well be still our beating fashion hearts. While most luxury labels have been busy preparing their pre-collections, one Victoria Beckham has been quietly at work on a diffusion line which, you’ll be pleased to hear, is far easier on the bank balance.

Victoria by Victoria Beckham is aimed at a younger audience who, like most of us, can’t afford to throw £2,000 on one of her mainline dresses, and inspired by the cartoon character Emily the Strange, the line is looser, more girly, and altogether more playful.

“These are the kind of dresses I’ve been searching for,” says Victoria. “The perfect little summer dress, something that was fun, something that was girly, something that was easy to wear, something that would take you from day through the night.”

With less form than her signature structured dresses, the sister label focuses on fluid Sixties shapes and vibrant colours, spiked with fun and flirty finishes like scallop edges, pussy bows and a handful of pleats in between.

“It means that I’m opening these designs to women and girls of all different shapes and sizes, people who maybe want something less tight and clingy and structured,” she tells WWD. “It also makes it more comfortable for during the day. You can wear them with a pair of flats or a pair of heels and they look great.”

And the best part? They’re set to retail between $550 (£350) and $900 (£570), which is half the price of her mainline collection and then some, so expect them to sell out quicker than you can click.

Apparently she’ll be “making quite a fuss when this launches at retail” for spring 2012, with possible plans of a party during London Fashion Week in September. We’re keeping our inbox open for the invite.

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