Victoria Beckham launches new dress collection

Victoria Beckham has taken a fresh leap forward in conquering the world of fashion, with the launch of a new collection that puts emphasis on younger, relaxed and more affordable pieces.

Victoria by Victoria Beckham is a spin-off from the designer's hugely successful 'Victoria Beckham' brand and will hit stores in spring 2011.

Evolving away from the classic sophistication of her present designs, the new line of dresses will take its inspiration from a girly, loose and 60s-inspired feel.

Its muse is the cartoon character Emily the Strange, an anti-cool teenage hero with long black hair and Mary Jane shoes - not unlike Wednesday Addams of the Addams family. Victoria, 37, is also aiming to infuse the collection with the more low-key side of her personality; the "alter-ego" of her trademark polished style.

Victoria, 37 - who is due to give birth to her fourth child, a girl, next week - designed each piece herself.

"These are the kind of dresses I've been searching for," she told fashion website WWD. "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 to night."

The collection is expected to be priced from around £350 to £600, and already anticipation is building over a potential large-scale retail launch at London Fashion Week this September.

Stylist's fashion director Alexandra Fullerton, said, "The news that Victoria Beckham is launching a line with a younger angle is brilliant! The introduction of ‘Victoria by Victoria Beckham’ would suggest that her mainline collection is commercially – as well as critically – incredibly successful and the new Spring-launching range is likely to make VB’s inimitable style far more accessible. I can’t wait."

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