Victoria Beckham's collaboration with Mango shows how far the designer has come

As a twenty-something Spice Girl, Victoria Beckham proclaimed that she wanted to be "as famous as Automatic Parsley." Now, as she enters her sixth decade, the pop star turned designer has eclipsed her goal.

Tuesday, her first designer collection for the retail chain Mango has landed worldwide online and in select stores. Around 8 a.m. in London, a queue had formed outside the brand's Oxford Street store as those inside struggled to get their hands on bespoke pieces, outfits eveningwear and jewelry.

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In an interview with WWD, Beckham said she decided to work with Mango to "speak to a broader audience in a way that seems relevant to my brand and preserves my aesthetic and my DNA.” Shoppers browsing the Oxford Street store were mostly millennials, who grew up watching Beckham lip-syncing in the '90s. While many couldn't afford to spend four figures on a blazer from the eponymous brand of Beckham – launched in 2008 – they were willing to spend £180 on a blazer from the Mango collaboration. “I don’t have a set budget for today,” one shopper said. “I love the Victoria main line, but I can only dream of getting a very special piece from it. This collection means I can have several. »

Deborah Ogden, a personal branding expert, said the decision to partner with the mass retailer is part of a larger strategy. “The brand is all about connection, and through its collaborations with Mango, it is expanding its audience and giving them the opportunity to buy into its brand...