SUM was tasked to help Victoria Beckham’s respected team to create a brand identity and creative direction as well as key seasonal materials.
SUM collaborated to develop and refine internal and external messaging. We created strategy documents, directed seasonal campaigns and produced social initiatives. This long-term collaboration reflects SUM’s broader approach to luxury brand strategy, where identity, communication and cultural positioning evolve together as a single system.
The Victoria Beckham fashion brand has developed a distinctive and modern clothing language. Bold, intuitive and refined, its wardrobe of apparel and accessories is now stocked in over 500 stores across 60 countries.
