Victoria Beckham is set to livestream her A/W 2018 London Fashion Week show on Piccadilly Circus’s iconic digital screens as part of the label’s 10-year anniversary celebration.
This occasion also marks the first time that the Piccadilly Circus 4K advertising screens, known as Piccadilly Lights, will be streaming live content.
This Sunday (September 16) at exactly 9:25am, the screens will light up with a video celebrating Victoria Beckham’s 10-year tenure in fashion, after which at 9:32am the show will be broadcasted live from its location at the Galerie Thaddaeus Ropac gallery in London.
For the past week, the brand has been teasing Piccadilly Circus pedestrians with a rotation of three images showing Beckham inside a shopping bag, paying homage to a 2008 Marc Jacobs ad where she did the same. The images are all part of the brand’s upcoming advertising campaign.
Beckham’s intention behind the live show is to connect with her audience in a whole new way. That is also why she will be spending quality time with customers on a one-to-one basis at her Dover Street flagship after the fashion show.
A selection of this season’s accessories, jewelry and shoes will be exclusively available for purchase on Saturday, one day ahead the show, on VictoriaBeckham.com as well as at the Dover Street and Hong Kong stores. Customers will also be able to purchase a t-shirt featuring a campaign visual.