Inside Victoria Beckham’s first ever boutique in London

Victoria Beckham knows a thing or two about shopping.

The British pop-star turned style icon, now designer, has revolutionised he way women will shop with her first-ever boutique store in Mayfair, London.

The Dover Street store opens today, but don’t expect to find Beckham proudly positioned behind the store’s till – because there are no tills to speak of.

Nor is there a display window or rails of designer frocks as soon as you enter the 6,000 square feet store.

“We’re not going to have any ugly tills anywhere,” Beckham explained in a recent interview.

“Payment is with an iPad, so we can go to the customer on whatever floor she’s on.”

The huge contemporary space is completely understated with concrete floors and dominated by a soaring staircase.

“It’s the first time people can see the brand through my eyes,’” Beckham told reporters.

“I didn’t want a traditional shop window, just a plain window, and a huge concrete sliding door.”

“It is unrecognisable from the original space,” she revealed.

‘The floors weren’t connected, and I said, “Wouldn’t it be incredible to drill a hole through all three floors, so you could stand on the top floor and see the ground floor. I didn’t think it would be possible, but it was.”

An American walnut bench acts as a seat and ‘cash and wrap’ area. Colourful handbags adorn one entire wall – looking like as much of an art feature as a product display.

Tucked away on the left are smaller leather goods like purses and key rings (starting from £150) and sunglasses.

The more affordable Victoria – Victoris Beckham collection is also on display along a zig-zag rail that echo the designer’s initials.

A bottle-green glass wall defines the changing rooms which writers have been happily reporting as decently sized with generous rail space and a bench to sit on.

The mother-of-four, whose youngest child, Harper, is just three, said: ‘There’s plenty of room if somebody’s got a child with them – a child can wait. [There is] lots of hanging space, space where they can put their bags down.”

Husbands and partners have also been carefully considered with a cluster of wooden benches and a giant screen that streams catwalk shows at the other end.

“I’ve been very lucky in the past that David’s been shopping and bought me gifts,’ she says. ‘I want men to know that whether it’s for a birthday or Christmas, Valentine’s Day, whatever it might be, a guy can come here and select the right gift. That’s very important for me. I don’t want an intimidating environment. We’ve all been shopping and felt awkward. I don’t want that.”

But with handbags and main collection dresses starting from £1,500, those men will need deep pockets if they are shopping here.

Fans will be happy to hear that the fashionista does promise to be a regular feature of the store, even if she can’t quite believe how far she has come.

Five years ago, if you’d said that I’d have a store on Dover Street, I’d never have believed it,’ she admited. ‘I feel really really lucky.’

The new Victoria Beckham store is at 36 Dover Street, London W1. For more information visit

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Interview: Milliner Piers Atkinson

You’ve had quite a varied background. How did your career as a milliner come about?

It basically started as a way to ‘let off steam’ after I’d worked on a particularly frenetic publishing project; I’d set up a daily live newspaper at London Fashion Week with my friend Jenny Dyson and it nearly killed us!

The hats and headpieces were meant to be a nice arty project and were never considered (by myself) as something that could grow into a business.

Your creations have been snapped up by some of the world’s most out-there celebrities. Is there one person you’d really like to make a hat for and what would it be?

It would be fabulous to make a crown for a king or queen – any king or queen really; perhaps a less famous one from a pacific island paradise. It would be a good place to go for fittings!


What’s a headpiece no-no?

Oh! I think too many trims is a mistake – you don’t need feathers, flowers, quills, bows, AND veiling – edit the trims and make what you have dynamic!

What’s the most out-there creation you’ve ever come up with?

Probably the neon ones, as you have to plug them in with miles of cable… which means you can’t walk far. We did create a battery pack version though!

What’s the most time-consuming piece?

They are all quite time consuming, but the more hand-made the more intricate they become: dying to match, stripping feathers, tiny invisible stitches and so on.

The nail-art cherries from my SS14 collection took days – we only ever made one pair and it’s now gone to a collector.

What are the headpiece trends for the coming Spring Racing season?

I think the bigger brim is making a welcome come-back! It’s becoming more popular in the UK and also, from looking online, at the Middle Eastern and Australian races too.


That’s why we are doing a larger ‘swept’ brim in a stunning bright red for the Caulfield Cup and Art Series Hotels collaboration – where I’m using the artwork of Adam Cullen from The Cullen Hotel as inspiration!

Who do you most admire in the fashion world?

So many – Alber Elbaz continues to create beautiful, chic and innovative work after a lifetime of doing it, which is no easy feat; my friend Zandra Rhodes for sticking so passionately to her design ethic and Vivienne Westwood and Katherine Hamnett for using their status to bring attention to moral issues that affect us all.

Where do you get your inspiration from?

From everything – as I walk down the street I often think: ‘that would look fabulous on a head’. For example, today I saw a broken fan and all of the pieces looked amazing. Perfect for a summer headpiece.

Do you have a muse?

I have an imaginary ‘character’ who inspires each collection; the last two were for a little girl dreaming of fame, and then the celebrity of last season.

But real my muse is my sister; we miss each other (she has lived in Freemantle for a long time and had her baby boy in Australia!) and she still is a strong influence on me. She has great modesty, poise, strength, a sense of humour. A strong and ladylike woman. A formidable mix.

What’s your ultimate goal when you create a headpiece?

To wow myself! If I manage to do that then at least I have a chance to wow the rest of the world!

Piers Atkinson has been engaged as one of three milliners to create bespoke millinery pieces in collaboration with the Art Series Hotel Group to celebrate the 2014 Caulfield Cup Carnival. His pieces will be on display in The Cullen Hotel in Melbourne from early September in the lead up to October’s Carnival. For more information on the collaboration, please visit:

Image credit: Nathan Seabrook

Image credit: Nathan Seabrook