Victoria Beckham wants to have “fun” with fashion, particularly with her slogan t-shirts.
The singer-turned-designer’s light-hearted t-shirts bearing slogans such as “Fashion Stole My Smile” have become key items in her Victoria, Victoria Beckham line and though she takes her work very “seriously”, she thinks it’s important to be light-hearted too.
She said: “We started out with a plain white T shirt which was just a really great shape, and then we had ‘Fashion Stole my Smile’ and then we had ‘It’s a dark but happy place’ – so now we have ‘Smile’.
“It’s not that consciously each season I want to do something funny, I just want to have fun with what I’m doing.
“I take what I do very seriously and I love what I do, but I also think you do have to have fun.”
And the 44-year-old star thinks it isn’t just the slogans that make her t-shirts appealing.
She told HarpersBazaar.com: “People have really responded to the T-shirts that have the fun slogans.
“They’re a great shape and you can wear a funny T-shirt with a great tailored suit or with a great pair of jeans. Ultimately, it’s all about giving my customer what she wants. And that is what she wants.”
And Victoria – who has marked 10 years of her brand with an ad campaign by Juergen Teller that features her falling out of a career bag – insists that, despite her own serious image, she always has a great time when she’s working.
She said: “I think this week has proven that fashion did not actually steal my smile.
“You know, I can have fun and showing that Juergen image [proved that]. Fashion is also about having fun.”