The new dresses are available from spring 2012 and cost between 380 and 620 euros. According to Beckham, the collection is the perfect counterpart to its luxury line.
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The existing high-end line of the former Spice Girl was several critically acclaimed Fashion and dresses were among others spotted with Jennifer Lopez and Elle Macpherson.

Beckham thought it was time for something new and decided to ‘younger’ label to set alongside its existing luxury line. The collection is inspired by the cartoon character Emily the Strange, and contains many bright colors.