SUM have partnered with Victoria Beckham from the inception of the Victoria Beckham brand.
The launch of the accessories collection marked a new phase for the brand and the desire was to capture Victoria's pioneering spirit with a bold new art direction to introduce the new category, whilst perfectly showcasing the premium products and innovative design.
By taking inspiration from the the Bauhaus, we crafted a beautifully executed campaign that marries the powerful photography of Dan Tobin Smith with the luxurious natural textures of the products themselves.
The collection launched in June 2012 and proved a huge success, so much so that the collection was sold out worldwide within weeks.
Strategy · Art Direction · Print · Digital