Victoria Beckham is preparing to launch an e-commerce site designed by creative agency King & Partners. Creative partners Jonny Lu and Isaac Lock have also been employed for their art direction on the site.
The website will be opened in 2013, allowing consumers to purchase accessories, eyewear, denim and garments from the Victoria, Victoria Beckham line.
The branded VB content has also been designed to be shared across social platforms.
Victoria Beckham CEO Zach Duane said of the new site: "For us, this is the first step toward creating our own store environment. There are obviously already some fantastic digital stores in place, so the bar to entry is very high.
"But we feel that we've learned a lot from the market and that we are bringing our take on what we believe is ultimately all about customer experience."
Beckham said: “My new website has been in the making for a very long time. It was so important that the concept, tone and look of it were true to me and my aesthetic and that the shopping experience was the very best that it could be for my customer.
“The site will be ever evolving, featuring never-seen-before insights into my world through the medium of film. I'm incredibly excited with what I have created and the unique access to the brand I am now able to offer."