Victoria Beckham will live-stream her catwalk show in London's Piccadilly Circus

Victoria Beckham will live-stream her catwalk show in London's Piccadilly Circus

Victoria Beckham is live-streaming her first London Fashion Week show on a big screen in the city's Piccadilly Circus.

This is the first time the British designer, who usually shows in New York, has chosen to present in London, and she scheduled to present her eponymous label's spring/summer 2019 collection on Sunday (16Sep18).

To celebrate her brand's 10th anniversary, Beckham is screening the show at the iconic London tourist attraction, and is also planning a series of one-on-one meetings with customers, including one behind the counter of her flagship boutique.

"Haven’t we all been shop girls at some point? I had Saturday jobs doing that, so I’ll be taken back to those times," the 44-year-old reflected in an interview with WWD. "I spend a lot of time in the store because it’s really important for me to just understand what the customer wants. I wouldn’t be here if it wasn’t for my customer. You know, some of them have never been to a fashion show and it’s a great experience and I really wanted to welcome them into it and for them to celebrate with me."

The presentation will take place at the Ropac Gallery near her Dover Street flagship, while the fashion mogul will host a separate presentation on Tuesday 18 September to debut her latest Victoria, Victoria Beckham collection.

Beckham has also celebrated a decade in business by creating a capsule of jewellery, sunglasses, accessories and shoes - which includes a T-shirt which recreates the 2008 Marc Jacobs ad she starred in, emerging from an oversized branded carrier bag.

As for her upcoming collection, she insisted it would not be a retrospective.

“We’ve established really strong codes over the 10 years, and you see all of those codes throughout. I think there’s a real femininity to this collection, and I love all of the soft lace that we’ve used," she teased.

© Cover Media