Sneak preview: Victoria by Victoria Beckham - dresses aimed at a younger audience
Due to drop in Spring 2012, the debut Victoria by Victoria Beckham collection is not only girlier, and more youthful than her current offerings - it's also set to be decidedly more affordable, with prices ranging between £350 to £600.
According to WWD, Mrs B describes the diffusion range as representing her "other side" - the alter-ego to the ultra-polished image promoted in her mainline Victoria Beckham collection.
And perhaps surprisingly, the designer cites a cartoon as the collection inspiration - claiming that she took influence from the edgy adolescent character Emily the Strange.
"Where I am currently, I like a more modern attitude," VB explains. "I'm opening these designs to women and girls of all different shapes and sizes, people who maybe want something less tight and clingy and structured."
And that it is, with fun, playful shapes, bright pastel hues and feminine finishing touches such as scalloped edges, ruffles and bows.
The soon-to-be mum of four also explained to WWD her mission to create "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-to-night," she said.
While the full collection is not yet ready for release, we'll have to make do with this sneak preview. But it's pretty safe to say we can't wait to see the rest...