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After becoming a member of the Spice Girls in 1994 Victoria’s career and presence in the public eye began. In a 1996 issue of the magazine Top of the Pops, Victoria received the nickname ‘Posh Spice’ which would continue to be the media’s way of referring to her for a large part of her career due to the ‘sophisticated nature’ and persona that she held throughout her days as a Spice Girl. Even in the beginnings of her career, Victoria was often featured in the fashion pages of magazines showing she has always had a connotation with being on trend, fashionable and stylish to the media and public throughout her career. At the pinnacle of the Spice Girl’s fame they appeared on the cover of the 1998 January issue of Vogue. Being a publication that holds such a large amount of social and symbolic capital within the field of fashion, it is a testament to Victoria’s ever increasing credibility within the industry to be featured in Vogue from the beginnings of her career.
After breaking off from the Spice Girls in the late 90’s Victoria’s first solo single, ‘Out Of Your Mind’, followed in 2000; also singing this single at her debut solo performance to 100,000 people at the Prince’s Trust Concert in London’s Hyde Park. The following year she signed to Virgin Records who produced her second single ‘Not Such An Innocent Girl’ and debut album ‘Eponymous’ to only reach number 10 in the UK album charts. Throughout her career in the Spice Girls, Victoria was never deemed as being the best singer and took a back seat when it came to vocals which did not help her to secure the legitimacy of her solo career as the public and press did not seem to take her as seriously as her competition for chart success at the time such as Sophie Ellis-Bexter and Kylie Minogue. In 2002 Victoria attempted to revive her solo career by signing to HipHop label Telstar Records after her debut album failed to sell more 50,000 copies. However this was to no prevail as she is still ridiculed in the media for her ‘attempt’ to have a solo career and not taken seriously as a result. During an interview with Jonathan Ross in 2003 he questions why she is still doing music as she is ‘no Beyonce’ and would be taken more seriously if she were to stop making music and came back with a new venture in later years, which is the general opinion of the press and public in regards to her career at this time.
For many years Victoria Beckham was heralded in the press as ‘Queen of the WAGS’ for her front facing stance at David’s matches and the glamour that she brought to the games. Whilst many of the other WAGS looked up to her, in recent years the association with the term ‘WAG’ has become tacky and affiliated with a sense of zero class; a persona and image that Victoria has shed. WAGS still do admire Victoria and the culture that she created, but the image of herself that she emulated whilst under the dome of being David’s glamorous wife and ex pop star did not allow her the opportunity to be taken as seriously in her initial career venture in the fashion industry.
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In one Metro article from 2009 VB made it into the fashion pages but for all the wrong reasons. She is called up for her ‘controversial cleavage’ and ‘super tight, super short zebra print dress with a hot pink bra protruding underneath’ - a stark difference to the minimalist and fashion forward outfits she is photographed in now. Another article from Digital Spy uses the term ‘Queen WAG’ in its headline to associate VB with the unofficial title. She is seen with other celebs who have also overhauled their image since disassociating themselves from the WAG title, such as Cheryl Fernandez-Versini (formerly Cole). Whilst still quite recent, a Goal.com article from 2012 shows Victoria Beckham among the company of fellow WAGS which suggests but does comment on her lack of exposure within the last few seasons which marks a poignant time in the dethroning of her former title. Notably, all of the articles from her ‘WAG days’ have been from the gossip pages of lower calibre newspapers such as Daily Mail and The Sun as opposed to the high end fashion magazines that her runway collections are seen in now. This shows the seriousness that the press engulfed her in as she wasn’t seen as the nonchalant business mogul that she is today.
In 1997 Victoria began dating David after meeting at a charity football match. It wasn’t long before the media dubbed them ‘Posh & Becks’ after their engagement in 1998 and their notability as a British Power Couple began. Whether reporting on their matching haircuts to matching leather outfits the British and International press always had nothing positivity to say about the sought after couple.The couple married in 1999 which gained high coverage from magazines across the world as their domination as a power couple was growing stronger and stronger. Later that year Victoria fell pregnant with Brooklyn before the birth of Romeo in 2002, Cruz in 2005 and Harper in 2011. Victoria is heralded in the press as being a good mother as she is often gushing over her children and their achievements on her Instagram and to the press. For example when David and Brooklyn played a charity football match together for UNICEF Victoria instagrammed a photo of them both with the caption ‘I love my boys. Incredible game for a wonderful cause @UNICEF. What David has achieved makes me so proud. I love u X’. Similarly when Romeo was resigned by Burberry for their Winter 2015 campaign, Victoria posted a picture to her Instagram of herself hugging both Romeo and Cruz with the caption ‘So proud of Romeo!! He looks so handsome in the @Burberry festive film.’ The press and public can both relate to her motherly and wifely nature which is how the Beckham Family is seen as a ‘power family’ to aspire to be like. However, Victoria’s parenting came under scrutiny in a recent controversial photograph that showed 4 year old Harper with a dummy which led to many ‘experts’ questioning the long term effects this could have on a child and whether it was an example that she should be setting to mothers who look up to her.
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SS15: Many journalists swooned over this collection. “Vicky B is getting into her minimal-maximal groove with refined and pared-back silhouettes. Gone are the body-con zippered lady dresses of her earlier collection, and in are midcalf knits and chunky utility belts worked into sleek safari jackets worn with mannish, flat slip-ons.” (Dazed, 2015). This was also the season after VB opened her flagship store on Dover Street. Media congratulated her on the success of the store during this season as well. AW15: The highlight of this show was the fact that “for the first time ever the entire Beckham clan turned out to support mum at her big show, entering the Broadway venue in a slick monochrome formation before taking their seats (and a family selfie) next to Anna Wintour” (Marie Claire, 2015). This season was created for ‘party girls’ and therefore had a different feel to it regarding music choice and lighting, than Victoria’s other runway shows. SS16: The reviews discussed Victoria Beckham’s change in style. The collection has a much more relaxed vibe, with the models wearing flat shoes for the first time and the aesthetic moving into a slightly sport luxe inspired direction. Although Victoria Beckham achieved a high level of success by critics this season. Many UK tabloid papers slated her use of younger size zero models. This over shadowed the show within the UK and many of the public was annoyed, this ultimately tainted the fashion label and her personal brand with people questioning her weight.
Dover Street in London was the first ever stand alone store Victoria Beckham opened in the year of 2014. The store is a stark open space with a continuous rustic theme throughout. Within the UK press Victoria explained the reasoning behind many details of the retail space, “I wanted the space to feel minimal and conceptual but I also wanted it to feel welcoming” (Grazia, 2014). Therefore the retail space can be seen as a true reflection of her minimalist brand and clothing that intend to suit every kind of women. The space has purposely been created open planned, as all the furniture inside as well as some of the walls are moveable and will never remain static according to reports. Thus creating an ever changing retail space to remain fresh for every season. Victoria Beckham hired a architect names Farshid Moussavi, who is a conceptual artist who Victoria felt would continue the prominent art theme based on Dover Street within the other stores and museums.
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Victoria Beckham has a strong reliance on promoting the brand within major red carpet events. Within the past two years Victoria Beckham’s clothing has been very popular among American and British celebrities, the minimalists, feminine, figure hugging outfits are a favourite among many actresses, signers and models. During the event of the 2015 arrival of Victoria Beckham’s clothing becoming part of the large American retail chain Barneys, almost 90% of attendees wore her garments. Including Gwyneth Paltrow, Eva Longoria, Racheal Zoe and Kate Beckinsale (Elle, 2015). Also many celebrities have chosen her for many 2015 red carpet events such as the Oscar after party, The Venice film festival, Film premieres such as The Iron Man 2, and TV shows such as American Idol and The UK X factor. These women have a tremendous influence over the public, they have the ability to persuade masses of people to buy into the brand. As well as appearing in copious amount of magazines, websites and newspapers helping gain positive press coverage for the brand. Therefore Victoria Beckham’s relationship with red carpet events is crucial in securing a mass coverage for her designs and in remanning relevant within the Hollywood circle. It proves Victoria Beckham’s company has a good relationship with celebrity stylists. This could also be because many of the celebrities are friends with Victoria Beckham as a personality before she had built her fashion empire therefore the trust and relationship was already built.
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The impression in the consumers’ mind of Victoria Beckham as a brand are shaped by the way in which it presents itself through things such as celebrity endorsement and it’s online e-commerce. The luxury branding uses a strong brand image which is kept consistent throughout it’s collections with a simplistic theme to it’s presentation. The minimalism which has been key to Victoria Beckham’s identity has developed over time into block colours, sleek lines and sharp cuts. The brand uses strong photography with high resolution imagery for clear display of the clothing and accessories on their website. The brand expresses it’s aesthetic through the choices of a monochromatic colour scheme as well as a symmetrical layout, and a sleek logo that stands out against the white background. Products are also displayed against the flat white background. The site does not use shadows or long descriptions and details. A brand’s image is developed over time through advertising campaigns that follow the themes used throughout other touch points, including the consumer’s direct shopping experience. This must relate as authentic to the brand, which Victoria Beckham’s brand identity portrays well. The brand values are a strong reflection of Victoria Beckham’s own values as someone who is constantly required to have a good presentation in the public eye. This coherence in herself and the designs of the clothes and website do not alter by section or product type. Everything in the layout is thought about with meticulous accuracy.
Victoria Beckham’s financial image within the media is very positive. She has a fashion empire now worth £30 million, turnover has increased by 2,900% over the past five years with staff number at 100 which means an employment growth of 3,233% (accurate at 17th February 2015). Due to rapidly growing sales and brand expansions, financial image is clear to be only increasing. Victoria Beckham’s financial image can also be measured as Victoria herself which of course will be credible for the Beckham empire her and David have created with their family. The couples estimated net worth is around £30m per year entailing all of the families merchandise such as perfumes and David’s football ventures. It is clear that the Beckham brand is untouchable as a household name and for the foreseeable future accounts should be steady if not increasing due to the growing business ventures of not only Victoria but the rest of the family. Since she opened her fashion boutique in London’s Mayfair five years ago, turnover has grown from £1m to £30m. Having started out with just three members of staff, she’s now employing 100. Sales growth of 2,900% and employment growth of more than 3,200% is hardly to be sniffed at – nor is it the kind of performance that can be generated by the sparkle of celebrity alone.
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Victoria Beckham, as a celebrity, has worked with a number of charities over the years, such as Cancer Research UK, Comic Relief, Red Cross and UNICEF, just to name a few. Philanthropy is a big part of her personal life and because her eponymous brand is so closely-linked to her life and values, Beckham makes sure to mirror her charitable work throughout her brand. In 2002, Victoria and her husband David, set up a charity which is now known as ‘The Victoria and David Beckham Children’s Charity which gave grants to other, more formalised charities to raise money and awareness about youth in underdevelopped parts of the world. VB posts a lot of the philanthropic work that she does on social media such as Instagram, Twitter and Facebook. Instagram is the most active platform, with -- followers.. Most of VB’s posts are instagram posts that are posted on alll three. Although her social media platforms are personal, she does post about important brand news on those platforms as well. This further reassures that Victoria Beckham is the human embodiment of her design label and it is very difficult to differentiate between the two, branding-wise.
After looking at jobs on the market to work at Victoria Beckham, it was found that the brand will only recruit applicants with at least 1 years experience. Furthermore, a university degree is not required to work for her in the design team, head office and stores. Job opportunities are advertised on a number of different platforms such as her website, the Business of Fashion job serch, and LinkedIn.com, like many other brands. The brand’s studio is based in London, United Kingdom, therefore most of her employees are British. Having said that, most of the brand’s product is sold in concessions based in the United States. The city that has the most Victoria Beckham concessions is London, selling product in many department store such as Liberty, Harrods, Selfridges, The Shop at Bluebird and of course, the flagship store on Dover Street.
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“I’m a great admirer of hers. She’s a great example to tonnes of women; to have her four children, an incredible look and she’s clever.”
- Karl Lagerfeld
“The woman formerly known as Posh Spice has launched a dress collection, and, believe it or not, it’s one of the hottest things going in New York this week,”
- Vogue
“In fact – and I can’t quite believe I’m writing this – it was a very impressive, accomplished collection, with not a single dud.”
- The Times
“An extraordinary presentation, [and she] was very sweetly nervous and humble. She talked through this collection of dresses with such incredible conviction and you could almost feel hearts and minds being melted as we were sitting there.” - Sarah Bailey
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“The designer has shed her Spice Girl image with her critically acclaimed and commercially successful understated, modern take on womenswear.”
- Business of Fashion
“Produced for £60 in an East End factory, the Posh frocks stars snap up for £1,500”
- Daily Mail
“Victoria Beckham surfed into the big league with a colourful, classy and adult collection.It eradicated once and for all the Spice Girl tag – or any idea that she is not a full-on designer.”
- Suzy Menkes
“[Beckham] herself has said she wants her designs to be for everybody. She has a great opportunity to show they can be for everybody and has chosen instead to use models who are incredibly thin.”
- Caroline Nokes
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Victoria Beckham collapses in her studio and is rushed to hospital.
After being discharged from hospital, Victoria Beckham has checked into the Priory for anorexia recovery treatment until further notice.
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CUSTOMERS The customers who shop at Victoria Beckham are likely to be affected to an extent by the crisis as they don’t want to be seen glamorising or supporting anorexia if they wear her clothing. However it is unlikely that her customers will be noticeably reluctant to not shop with her as they are a loyal consumer base who shop her clothing as they like the fit and fabrics used and have less of an interest in her personal life. RETAIL EMPLOYEES The employees who work in her stores and concessions need to be aware of the crisis and how they should respond if questioned by either a customer or press. Their response could be simply to say nothing as politely let the person know that they are not in a position to be answering questions. MODELS The models that Victoria uses in her editorials and runway shoes are key stakeholders who this crisis may have an impact on. Many of them may be suffering from undisclosed eating disorders and the press are likely to scrutinise the use of underweight models in her shows being a result of Victoria’s mind set. There is also a risk that some of the models could be paid by media to exaggerate her backstage behaviour, for example if she has ‘been seen’ avoiding food, going to the toilet after eating or general ‘suspicious’ behaviour linked with her eating disorder. CHARITIES Victoria is an Ambassador for a variety of charities such as UNICEF and is also linked with BeatBullying and NSPCC. Charities that she is spokesperson or advocate for need to be made aware of the crisis as they may consider not using her to promote their causes if there is a direct hypocracy and overlap between her eating disorder and the issues raised within the charities. On the other hand, the charities that she is linked with may consider giving Victoria more of a platform to communicate her eating disorder if it ties in with their causes to make her into more of a role model and influential figure. THE BECKHAM FAMILY David and the children are key stakeholders within this crisis as their behaviour and actions in the public eye will be scrutinised heavily by the press. Their actions, whether via social media or in public, will have an impact on how the public and press feel towards Victoria’s personal issues which will therefore impact on the way the brand is perceived by them too. Each member of the family must also be cautious when talking to press as they do not want their words to be manipulated, which is easily done if they do not prepare what they are going to be saying before communicating it.
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Skinny Models: Victoria Beckham was slammed for her use of skinny models in her New York Spring / Summer collection. “But Beckham intimated that she knew her influence as a designer, and was aware of her role
model status. “I do take my position seriously,” she said, “And I wouldn’t want to use very skinny girls. …Victoria Beckham is a role model. She’s in a really powerful position and could really challenge those norms and stereotypes if she wanted to.”” Sam Smethers, cheid executive of equality organisation The Fawcett Society said. Whilst twitter users jumped to add opinions on the use of skinny young girls, Beckham stood by her decisions and responded to the backlash on the ‘skeletal’ young girls used in the Spring Summer collection by posing back stage next to them, embracing and smiling, she posted positive tweets and instagram photos with ‘VB’ and kisses and added comments that stemmed from Beckham’s past report in 2010 on her banning unhealthily thin models from her show to stress that her collections are “for all shapes and sizes.” However when “asked about these reports, she appeared to move away from that stance, commenting: “It may surprise you to hear, I never actually said that. Models are thin.”” The Guardian reported.
Parliament Invitation: To further the accusations that Victoria Beckham doesn’t take responsibility for the use of models that appear underweight and ‘size zero’ were pushed by Caroline Nokes. The MP leading an
all-party parliamentary group on body image, sees this behavior from designers is problematic as “It sets unrealistic ideals and I think it can promote ‘anorexic chic’”. Nokes’ allegedly sent an invitation to Beckham, which she wasn’t aware of and at the time was on holiday, which her and her PR team responded to when the story was leaked to the press. This was then stated by The Mirror that ‘Victoria Beckham ‘ignores’ Parliamentary request to discuss plans to ban size zero models’ on the 26th of October 2015.
Learning to Fly was an autobiography that Victoria Beckham published to respond to rumors speculating about her weight. The previous crisis was centered around Victoria Beckham’s shrinking body and her obsession with her weight. The book published in 2001 confessed to her extreme dieting after being told to slim
down in 1994 when The Spice Girls were launched into fame. “I began living on vegetables and nothing else. But it never occurred to me that I had an eating disorder,” fametastic.co.uk quotes the star as saying. Later, Victoria reportedly succumbed to binge eating, with the BBC in an interview. “When asked about the size 0 obsession and eating disorders among models, she said: “All of the girls – I know quite a few models and they actually eat, they’re just naturally thin girls. And just because you’re thin it doesn’t mean you have an eating disorder. What is more of a concern is the age of the girls. Some of the girls on the catwalk are 13 years old and that is more worrying to me than the size of the girl, to be honest,” People magazine quotes her as saying. Beckham claims that she is now on a five high-protein meals a day, drinking gallons of water and snacking on goji berries and nuts after her fourth birth, this is in aim to die down rumors that she leads an unhealthy lifestyle.
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CRISIS
A model collapses backstage which leads David & Victoria to have an argument about the ‘skinniness’ of the models – David is overheard saying ‘You’re surrounding yourself with too many skinny girls, they’re clearly not eating properly - Your eating disorder will come back’ by another model who sells the story
STAKEHOLDERS & THEIR ISSUES
Customers: They don’t want to be seen glamorising or promoting anorexia, Retail Employees: Need to be aware of the crisis and how to respond to questioning (Could be by saying nothing) Models: They may be suffering from undisclosed eating disorders, could talk to press about the conversation they heard, could overexagerate how much they heard, could be paid by media to Charities that she works with: Her family: Investors: Supporters:
CRISIS TEAM ROLES
Arushi: Crisis Team Leader Stephanie: Social Media Lead Savannah: Press Officer Ashlee: Internal Comms/HR Lucy: Spokesperson
THE BEST POSSIBLE OUTCOME
Victoria speaks out about her personal experiences with an eating disorder and becomes an inspiration for change and an ambassador for
THE WORST POSSIBLE OUTCOME
The model who collapsed is later found dead due to malnutrition and being overworked during fashion week. Victoria Beckham is held responisble for not taking care of their models.
APPROACH FROM 3 DIFFERENT TITLES
Grazia (Weekly fashion magazine): ‘VICTORIA BECKHAM BODY EVOLUTION’ Business Of Fashion (Leading business publication): ‘DESIGNERS’ DEMAND FOR SKINNY MODELS PUTTING GIRLS AT RISK OF EATING DISORDERS’ Daily Mail (Tabloid): ‘MODEL COLLAPSES BACKSTAGE AT VB SHOW AFTER DAVID WEIGHT COMMENT’
QUESTIONS THEY MAY ASK
“How is Victoria Beckham and David Beckham’s relationship after the alleged comment?” “Has the model recovered from her collapse? Is she injured? Is she seeking help? “What does Victoria Beckham have to say about eating disorders?” “Does Victoria Beckham have an eating disorder?”
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Rumours of Mary-Kate Olsen having an eating disorder started in 2004 when she turned up to the Kid’s Choice Awards looking incredibly skinny. The twin and her representatives denied all rumours for years until 2004 when Ashley, Mary-Kate’s fraternal twin, spent their 18th birthday alone because Mary-Kate had checked in to rehab for anorexia and a cocaine addiction. Till date, Olsen is still said to be battling anorexia. Her PR team makes it very clear to journalists and interviewers that she is like a deer caught in headlights and “before asking [her] certain questions, always ask Mary-Kate if she’s ‘comfortable’ answering them” (Leith, 2006). No further action has been taken by Mary-Kate Olsen to address her eating disorder and has not affiliated herself with any groups or organisations that create awaremess about the issues.
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“I get really stressed out, and I do lose my appetite,” Nicole Richie said to People magazine back in 2006. Although Richie has always had a skinny frame, it got to a point where the media was concerned with the fact that she looked like a skeleton. Unlike Mary-Kate Olsen, Nicole has addressed her weight many times, making it clear that she is seeing a nutritionist to make sure she lives a healthy lifestyle, but she still denies rumours about being ‘anorexic’. In 2010, she told Marie Claire, “I felt it was a little unfair to say someone has an eating disorder when they don’t. It’s extremely insulting and irresponsible.”. She goes on to say that she is petite and has a skinny frame, therefore can come across as skinny, but she is living a healthy lifestyle. Richie has been admitted to rehabilitation to recover from heroine and cocaine abuse - that could have addedd to and intesified her ‘sickly’, skeletal look in earlier days. 15
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FRIDAY, NOVEMBER 13TH, 2015: Victoria Beckham collapses in her studio and is rushed to hospital. MONDAY NOVEMBER 16TH, 2015: Initial statement is issued by Beckham’s family representative. FRIDAY NOVEMBER 20TH, 2015: After being discharged from hospital, Victoria Beckham has checked into the Priory for anorexia recovery treatment until further notice. TUESDAY DECEMBER 1ST, 2015: Victoria Beckham sends out a message to her followers on Instagram, Twitter and Facebook thanking them for their continued support for the duration of her recovery, signed VB x. MONDAY DECEMBER 14TH, 2015: First press release is issued stating that Victoria Beckham is discharged from the Priory and will continue her recovery at home. Another personal message is sent out on social media to insure her status. WEDNESDAY DECEMBER 23RD, 2015: Second press release is issued stating that Victoria Beckham will be working with B-eat as a spokesperson, to create awareness about eating disorders. She will also be making a £100,000 donation to the organisation. MONDAY JANUARY 11TH, 2016: Third press release is issued stating that Victoria Beckham will be participating in a special talk with Women in the World. She will talk about her disorder, her recovery and her run-up to New York Fashion Week. In the Women in the World talk she will mention the ongoing BMI debate and what she feels about it.
On November 16th, 2015, an initial statement about Victoria’s collapse will be addressed by a Beckham family reprentative. Here is the statement in writing: There have been rumours regarding Victoria Beckham’s welfare after her collapse in her studio yesterday. As the Beckham Family representative I can confirm that she is receiving the best care and is surrounded by a strong support network from her family and close friends. David and the children would like to ask that the press and public respect their privacy at this time as Victoria returns to full health. Business will continue as normal at her design studio by the team she works closely with. The Beckham’s would like to thank everyone for their concern, well wishes and overwhelming support towards Victoria and her recovery.
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Beat is the UK leading charity aimed at helping anyone suffering or affected by eating disorders. They offer helpline services for support and information on eating disorders, as well as peer support groups. The website also offers online chat groups which is an easy way for people to remain anonymous and to find support in the comfort of your own home.
This event was created by the The New York times which celebrate women leaders and activists to share their story to help inspire fellow women. The women in the world is a digital platform which involves articles, videos and art on a website that posts everyday. Additionally, they hold events in many different cites, where a variety of inspirational women create a speech to tell to all the attendees.
Starting on the 1st December the UK government will inquire about the safety of models immense pressures of being thin within the fashion industry and the effect it has on the general public. They will investigate a healthy BMI. If it is a cautionary procedure to put into UK laws and regulations that models must be at a healthy BMI which will consider her height as well as weight.
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Another aspect of our action plan is to involve support from Victoria’s high profile friends via their social media channels. We strategically chose people who have an active presence on social media in the hope of creating a ‘viral’ message that can be shared, retweeted and regrammed by other users so the message will be seen across all platforms and demographics online. EVA LONGORIA It is common knowledge that Eva and Victoria are good friends so it makes sense that she would tweet a supportive message in regards to Victoria’s health to her 7.33M Twitter followers. Eva is equally as active on Instagram, often posting pictures of herself and friends and events, therefore we thought it would be appropriate for her to post a picture of herself and Victoria together with a similar caption to her tweet. GORDON & TANA RAMSAY Although Gordon does not necessarily have the most active and followed presence on his social media, it is well known that himself and his wife are good friends of the Beckham Family. A supportive tweet from his Twitter account to his 2.73M followers on behalf of his whole family will create a heightened amount of sympathy among his following (of mainly middle aged women) as they can relate to the support of close family friends. Although the Ramsay family are known in America they are very much associated with being British, therefore neutralising the balance between ‘Hollywood celebrities’ that may not be seen as as accessible. OTHER CELEBRITY FRIENDS TO CONSIDER: Cindy Crawford Ellen DeGeneres Naomi Campbell Sienna Miller Anna Wintour Spice Girls – Emma Bunton, Mel C, Geri Halliwell, Mel B
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Due to VB being ever so famous and loved, this crisis is bound to be covered in all kinds of press. Here are a few general headlines that are bound to show up in the following types of press: Daily News (Evening Standard, The Metro): ‘VICTORIA BECKHAM HAS BEEN CHECKED IN TO REHAB’ Fashion / Celeb Gossip Magazines (Grazia, Closer, Heat): ‘THE TRUTH BEHIND POSH’S COLLAPSE’ Tabloid (Daily Mail): ‘POSH SPICE COLLAPSES DUE TO SKINNY OBSESSION’ Broadsheet (The Telegraph, The Guardian): ‘SKINNY MODELS ARE A CAUSE FOR CONCERN - SHOULD THE BAN BE BOASTED?’ Having been a celebrity for so long, Victoria has a solid contact list within the fashion industry. Apart from the everyday papers and tabloids, Beckham should get coverage in more fashion focused titles such as: Vogue (US/UK): VB has donned the cover of Vogue’s around the world many times. Having a cover feature about her work with B-Eat and how she’s moving forward will impress a mass audience. Harper’s Bazaar UK: Beckham has a very good relationship with Bazaar. Being a close connection, the spread can be more personal talking about her recovery and what she wants to acheive past this disorder. ELLE UK: ELLE has always supported VB, therefore this piece would show her in a positive light next to all of her achievements, than just a ‘thinspiration’. WWD/BoF: These two trade magazines would find a more factual angle to VB’s story. Possibly written as an interview.
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1. Why have you chosen to donate the amount of £100,000? 2. Why have you chosen to donate money and equipment to the charity ‘B-EAT’ over other, similar charities? 3. How do you think this will affect the perception of your clothing/designs? 4. Do you think it’s your (Victoria Beckham, the brand’s) responsibility to change this perception? 5. What could the fashion industry do to change the perception of skinny models? 6. Does size change the way you design your clothes and how you think your clothes should be worn? You say it’s for real women of every size but only use young skinny girls? 7. How is the family dealing with Victoria being ill? 8. Will Victoria be better before New York Fashion Week? Will this halt her design process? 9. Are David and the children visiting the facility? 10. How long will Victoria be in the Priory? 19
14th December 2015
Victoria Beckham has been released from the Priory ready to return home with her family to continue with her recovery as an outpatient over the holiday period. “The family is happy to have her home for As stated before, work will still continue at the Victoria Beckham brand by the design team she works closely with. The Beckham family still asks to respect their privacy at this difficult time but be assured that Victoria’s health is slowly. We would like to thank you all for the overwhelming support shown towards Victoria and the rest of the family.
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23rd December 2015 Following Victoria Beckham’s recent health scare, she has announced her partnership with B-eat charity. Beat is the UK’s leading charity supporting anyone affected by eating disorders, anorexia, bulimia, EDNOS or any other difficulties with food, weight and shape. At this giving time we are happy to announce Victoria will donate a sum of £100,000 directly to the charity so they can continue to grow and reach out to as many people as they can. As we know this charity has a direct connection to Victoria Beckham therefore this charity is personally meaningful to the designer herself. Victoria has announced she will become the charities ambassador, telling her story through different talks as well as personal visits to patients understanding their position and giving support. Victoria Beckham has said: “I am inspired by what they do for anyone affected with this difficult subject. I want to do all that I can to help this cause.”
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11th January 2016 Victoria Beckham will appear in New York for a talk at the Women in the World Wednesday 20th January 2016 where she will share her story about her fight with anorexia and her road to recovery highlighting this issue to the worldwide audience. “My body was telling my to slow down and I didn’t listen. It is good to see others such as Raf Simons standing up to the pressures of the fashion industry today. I want to take my experience to let others learn from my mistakes. Anorexia is a disorder that needs to be addressed and understood,” says Victoria. Since falling ill late November 2015, Victoria Beckham has received medical treatment and overwhelming support from family, friends and supporters. As her health is on the rise and recovery is going strong, Victoria is slowly getting back onto her feet recently back in the studio ahead of New York Fashion Week in February.
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• Armstrong, L. (2015). Victoria Beckham presents her debut fashion collection. [online] Global-report.com. Available at: http://www.global-report.com/pattaya/a339763-victoria-beckham-presents-her-debut-fashion-collection [Accessed 19 Nov. 2015]. • Beckham, V. (2015). Victoria Beckham’s Instagram. [online] Instagram.com. Available at: https://www.instagram.com/ victoriabeckham/ [Accessed 24 Nov. 2015]. • Cady, J. (2010). Nicole Richie: Eating Disorder Rumors Are Insulting and Irresponsible. [online] E! Online. Available at: http://uk.eonline.com/news/164765/nicole-richie-eating-disorder-rumors-are-insulting-and-irresponsible [Accessed 25 Nov. 2015]. • Chehab, N. (2015). Nicole Richie’s Troubled Past; House Of Harlow Designer Reveals Former Heroin Use; Admits Tattoos Remind Her Of Dangerous Childhood (PHOTOS & REPORT). [online] Hollywood Take. 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(2015) ‘ Is having a plus-size fashion week really any better than Victoria Beckham’s skinny models?’, The Telegraph (Online) 15th September. • Stevens, J. (2011). Produced for £60 in an East End factory, the Posh frocks stars snap up for £1,500. [online] Mail Online. Available at: http://www.dailymail.co.uk/news/article-2078236/Produced-60-East-End-factory-Posh-frocks-stars-snap-1-500. html [Accessed 15 Nov. 2015]. • Symcox, J. (2015). Victoria Beckham ‘ignores’ politicians’ request to discuss size zero models. [online] mirror. Available at: http://www.mirror.co.uk/3am/celebrity-news/victoria-beckham-ignores-parliamentary-request-6706753 [Accessed 16 Nov. 2015]. • Tauber, M. and Smolowe, J. (2015). Mary-Kate’s Private Battle : People.com. [online] People.com. Available at: http:// www.people.com/people/archive/article/0,,20150478,00.html [Accessed 21 Nov. 2015]. • The Motherish, (2015). David and Victoria Beckham get judged on their parenting. Hard.. [online] Available at: http:// www.themotherish.com/victoria-beckham-dummy/ [Accessed 23 Nov. 2015]. • Topping, A. (2015). Victoria Beckham under fire over ultra skinny models in New York. [online] the Guardian. Available at: http://www.theguardian.com/fashion/2015/sep/15/victoria-beckham-under-fire-over-ultra-skinny-models-new-york [Accessed 29 Oct. 2015]. • Vardy, J., City, L., Ighalo, O. and Lukaku R. (2012). Goal.com WAGS: Jude Cisse, Victoria Beckham and other in quotes - Goal.com. [online] Goal.com. Available at: http://www.goal.com/enienews/3941/england/2012/03/23/2987028/goalcom-wagsjude-cisse-voctoria-beckham-and-others-in (Accessed 19 Nov. 2015]. • Wallwork, E. (2015). Victoria Beckham And Modelling Agencies ‘Ignore’ MP’s Invitation To Discuss Thin Models. [online] The Huffington Post UK. Available at: http://www.huffingtonpost.co.uk/2015/10/26/victoria-beckham-skinny-models-caroline-nokes_n_8388538.html [Accessed 25 Nov. 2015]. 23
Figure 1: http://uk.eonline.com/eol_images/Entire_Site/201524/rs_1024x759-150304135523-1024-victoria-beckhamcampaign3.jw.3415.jpg Figure 2: http://www.forty5.co.uk/wp-content/uploads/2015/08/Spice-Girls.jpg Figure 3: http://i.huffpost.com/gen/1117188/images/o-DAVID-BECKHAM-HAIR-facebook.jpg Figure 4: http://assets.instyle.co.uk/instyle/live/galleries/Brooklyn-Beckham-Victoria-Beckham-rexfeatures_3326130dz.jpg Figure 5: http://i.dailymail.co.uk/i/pix/2015/04/26/10/2804F86F00000578-3055924-image-m-5_1430039113330.jpg Figure 6: http://www.vogue.com/wp-content/uploads/2013/09/victoria-beckham-rtw-ss2014-runway-01_125432234708.jpg Figure 7: http://prettynpoppington.com/wp-content/uploads/2012/09/victoria-beckham-rtw-ss2013-runway-05_134921191165.jpg Figure 8: http://media.vogue.com/r/c_1,h_4000,w_3280/2014/09/victoria-beckham-rtw-ss2015-runway-091.jpg Figure 9: http://thebestfashionblog.com/wp-content/uploads/2011/09/victoria-beckham-rtw-ss2012-runway-22_135632736450.jpg Figure 10: https://media.timeout.com/images/101717823/image.jpg Figure 11: http://www.farshidmoussavi.com/sites/default/files/styles/full_page_image/public/7_sized.jpg?itok=vB_ vrzHS Figure 12: http://media3.popsugar-assets.com/files/2012/05/22/2/258/2589280/2727e11f8ad84de3_145420491_10/i/ Eva-Longoria-supported-BFF-Victoria-Beckham-bright-orange.jpg Figure 13: http://assets-prod.harpersbazaar.co.uk/people-and-parties/Best_Dressed/2015/October/05Oct/GigiHadid1.jpg Figure 14: https://s-media-cache-ak0.pinimg.com/736x/fc/6e/ba/fc6ebad83ffcd6ca583b4bd3dabb2ee2.jpg Figure 15: http://img4.elle.de/Victoria-Beckham-Fruehjahr-Sommer-2016-Diese-Tasche-in-Halbmondform-hat-It-Bag-Potenzial-opengraphImageWide-7863746e-390410.jpg Figure 16: http://skypeblogs.files.wordpress.com/2014/01/vb_skype_tablet.jpg Figure 17: http://d.ibtimes.co.uk/en/full/1401169/victoria-beckham.jpg Figure 18: https://rheannacoleman.files.wordpress.com/2015/02/2015-01-15-05-13-44-1.jpg Figure 19: http://cdni.condenast.co.uk/1920x1280/s_v/victoria-beckham-karl-lagerfeld-vogue-15nov13-getty_b.jpg Figure 20: http://i.dailymail.co.uk/i/pix/2014/11/30/239E892400000578-2855205-image-102_1417379403332.jpg Figure 21: http://media1.popsugar-assets.com/files/2012/02/08/5/192/1922398/77cc1d0daec76704_139640182_10/i/ Eva-Longoria-Victoria-Beckham-Kate-Beckinsale-hung-out-Beso.jpg Figure 22: http://www4.evoke.ie/wp-content/uploads/2015/07/Victoria-Beckham.jpg Figure 23: http://datomujer.com/wp-content/uploads/2015/09/secretos-de-belleza-de-las-famosas.jpg Figure 24: http://media.thecelebrityauction.co/picture/6b/b162479a57e9c71d225bcd8f355b93.jpg?i=CxcXE1lMTA4GBwoCUk0TDBMQFgQCEU4CEBAGFxBNAAwOTAUKDwYQTFFTUlZMU1ZMU1RMW1BaTA1MUlpRUVBaW0xTUVsGUAVWVTwBBgAITRsbGw8CEQQGPFEbTQkTBA== Figure 25: http://40.media.tumblr.com/b32bca7c8fbe0d7d0d05ce292ee98c54/tumblr_ni33ixj2sB1qzei6po1_1280.jpg Figure 26: http://static.independent.co.uk/s3fs-public/styles/story_large/public/thumbnails/image/2015/02/16/19/31-Victoria-Beckham1.jpg Figure 27: http://d.ibtimes.co.uk/en/full/1459008/victoria-beckham-nyfw.jpg Figure 28: http://cdn01.cdn.justjared.com/wp-content/uploads/headlines/2015/05/mary-kate-ashley-olsen-not-returning-to-full-house-revival-social.jpg Figure 29: https://lovekillstyle.files.wordpress.com/2015/05/nicole-richie.jpg Figure 30: http://en.vogue.fr/uploads/images/thumbs/201538/60/kate_owen_nyfw_ss16_victoria_beckham_0263_ jpg_636_north_1160x_white.jpg Figure 31: http://www.chismeteve.com/wp-content/uploads/2009/10/37659_victoria_beckham_elle_magazine-5_122_ 20lo.jpg Figure 32: http://static.standard.co.uk/s3fs-public/styles/story_large/public/thumbnails/image/2013/07/31/11/20ramsay3107.jpg Figure 33:http://cdni.condenast.co.uk/1280x1920/s_v/victoria-beckham-patrick-demarchelier-vogue-aug14-p136_b. jpg Figure 34: http://beautygeeek.files.wordpress.com/2013/01/victoria-beckham-bazaar-magazine-2009.jpg?w=700
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With Love - VB x