Victoria Beckham Brings Her Anniversary Collection to Piccadilly Circus

The designer will be the first in LFW's history to livestream her show at London's famed roundabout.

Victoria Beckham is looking to spice up our lives—and Central London—this Sunday during London Fashion Week. The powerhouse designer has taken her 10th Anniversary Collection back to her native England, and she’s feeling generous: not only will the show bring her chic, minimalist sensibilities to London’s artistic and spirited calendar, but she’s chosen to livestream it in Piccadilly Circus and share it with the masses in real time.

This comes on the heels of Beckham’s collaboration with Juergen Teller, recreating the iconic ad of her trapped in a massive shopping tote that the duo did for Marc Jacobs ten years ago. According to Beckham, the campaign was her first serious foray into the fashion world. And while she now gets to see her name in lights at London’s highest-traffic roundabout, this is hardly new to Beckham, who’s no stranger to stirring up hype for future projects.

Beckham’s show is certainly set to dominate the conversation about this season across the pond, or at least share it with Riccardo Tisci’s debut collection for Burberry. Watch this space for updates on both.