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.

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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.”