Victoria Beckham’s new YouTube channel will offer an inside peek at her life

On the Sunday of London Fashion Week, Victoria Beckham unveiled her autumn/winter 2019 collection in the hallowed halls of London’s Tate Britain. A celebration of modern femininity—with checked skirt suits, argyle sweaters and printed peep-toe boots—the show also marked the launch of her YouTube channel, as it was livestreamed to the world (and also broadcast on the giant screens of Piccadilly Circus). She announced the new venture back in November, promising subscribers beauty tutorials, styling videos and an insight into her business—and celebrated at the official launch party on Sunday night. Speaking to Vogue after the show, Beckham promises that the best is yet to come.

“We’re very excited,” the designer says, adding that her new channel is a product of her long-time friendship with Derek Blasberg, YouTube’s recently appointed fashion and beauty director. “When Derek approached me, I thought it would be a great opportunity to educate myself and really understand the platform. The videos are going to be everything from fashion to beauty, and my family will be in there as well. I think you’ll get the opportunity to see the real me: me at work, me with the kids and what it’s like being a working mum.”

It’s safe to say that Beckham’s experience is different than most. The Spice Girl-turned-fashion mogul already produces bags, shoes and ready-to-wear, and later this year will launch Victoria Beckham Beauty as part of her eponymous brand. “It’s something I’ve wanted to do for a long time,” she explains, citing the success of her 2016 collaboration with Estée Lauder. “I learned an enormous amount from that and so I spent the last few years figuring out what I’d do.” Many of her products are still in development, but Beckham says the collection will include “makeup, skincare and other items that fall under the wellness umbrella”. The line will be inclusive for all skin tones, sold at an accessible price point and cruelty-free. “Sustainability in all its forms is really important to me. I want to create a beauty brand for the future.”

Blasberg, who was sitting front row at Beckham’s show and co-hosted the party, hopes that beauty will be a pillar of their YouTube strategy, though he admits there is no fixed content plan. “The interesting thing about this launch is that we haven’t really tested to see what works,” he tells Vogue. “With a company like YouTube and a brand like Victoria Beckham you can be really nimble and quick. If beauty’s doing particularly well, we can do more beauty. If runway is doing well, maybe we’ll do a pop-up fashion show.” In many ways, he says, YouTube is the perfect platform for Beckham. “What I think is so fabulous about Victoria is that she is very funny. YouTube is personality driven and she’s got more personality than most.” “More than his other famous friends, is what Derek wants to say,” Beckham jokes. “They’re so boring—he tells me all the time!” Blasberg laughs: “Anyway, I think it’s going to be a hoot and I think the videos are going to do really well.”

For Beckham, it’s all about engaging with her fans. “The channel is going to enable me to communicate with my customer in a new way, but I want to play around with it as well. Who knows what the viewers want from me? Do they want fashion? I want to figure that out.” Blasberg agrees: “Instagram is great because it’s instant, whereas YouTube is a place where people dive deeper into the topics they’re interested in, whether that’s ingredients in a beauty line or how to style a black suit that just appeared on Victoria’s runway. With her, we have someone who is an authority in the arena of fashion and beauty and she can explain what works.”

As her 41,000 subscribers (and rising) wait for the first new videos to drop, questions remain about what she might do next. AW19 marked Beckham’s second show in London after she relocated from New York for her 10th anniversary last year. Does she plan on staying in the capital? “It worked last season and it works this season,” she replies. “I recently brought on some private equity investors and I have a new CEO who’s been with me since September, so there will be a strategic reason to either stay or move on. I haven’t quite decided yet.” And what about the future of the Victoria Beckham brand and all it encompasses? “It’s about working on the existing categories and making sure I have the structure around me to really take my business to the next level. Beauty is the next thing, but I don’t know where it will go after that.” “Would you do menswear?”, asks Blasberg, looking hopeful. “It could be men’s,” she muses, “menswear always inspires what I do.” Blasberg nods: “Me and David would be very happy.” Until then, stay tuned.

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