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Victoria Beckham joins Rover as a designer
Beckham to design special edition of Range Rover’s ‘green’ model Evoque
Victoria Beckham, who has carved a new career for herself as a 'designer to the stars', is reinventing herself as a 'designer for cars' with the announcement that she is joining Range Rover's creative design department.
Beckham, who will officially be known as Rover's creative design executive, was at the British car maker's 40th birthday celebrations at the Orangery at London's Kensington Palace last night where she unveiled a new car, the Range Rover Evoque. Her first task will be to work on a special edition of the 4x4, which Rover claims will be its most fuel-efficient.
Vogue editor Alexandra Shulman said she had introduced Beckham to Range Rover executives. "I thought of her because she has a British fashion company, so this is a new brand merging with an old brand."
The designer formerly known as Posh Spice has now presented four clothing collections to great acclaim. The most recent one, which was unveiled at New York Fashion Week in February, sold out straight away - despite the hefty price tags and the recession.
Beckham's signature sleek dresses have become red carpet favourites for the likes of Drew Barrymore, Heidi Klum and Elle MacPherson while her design empire is tipped to earn around $7.5 million in sales this year.
Last night Beckham said she was "honoured" to take on the role. "The classic British heritage of Range Rover and the effortless style, quality and beauty is something I truly admire and also what I hope to achieve with my own brand." ·
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The bar on new possibilities has just been raised.
This must be the final nail in the coffin of celebrity endorsement. Utterly barking mad - what were they thinking?
Excellent way to devalue the marque, competitors should be very happy.
Is that Rover the dog?
So now the Range Rover will be redesigned so it's thin as a motorcycle and teeters round on the sort of tall, thin wheels usually seen on crop-spraying tractors? I suspect fashion over function, though if you look round the carparks in Mayfair, the Chelsea Tractor seems to have been usurped by the Ferrari and Maserati, so perhaps this reflects an effort to prevent a decent to unfashionable unfuntionality.