Whilst most designers have been concentrating on producing Resort 2012 lines, Victoria Beckham has been working on a new dress collection.

Victoria by Victoria Beckham is a new dress line aimed at a younger demographic or those like me who are unable to buy a dress for £2k from her mainline collection.

The designer was said to be inspired by the cartoon character Emily the Strange.

Victoria wanted to produce this collection to represents her “other side,” the alter ego to her more glamorous style.

“These are the kind of dresses I’ve been searching for,” she admits. “The perfect little summer dress, something that was fun, something that was girly, something that was easy to wear, something that would take you from day through the night.”

The girlishness and whimsy come through in the clean, 60s shapes; vibrant colours and design details, such as scalloped edges and pleating.

The great news is that the collection is due to retail between the $550 to $900 price ranges, so we can expect this to sell out even quicker than the mainline collection.

Victoria intends to make quite a fuss when this collection launches. She hints that she may do a series of major appearances and she may also may plan an event in conjunction with London Fashion Week.

I hope by then Hailee Steinfeld will be free to be the face of this line, because it appears to be made for her.

Credit: WWD