Will Americans embrace the 'doll-like diva'?
LOS ANGELES (Reuters) — The talk shows are booked, the $22 million mansion is decorated, the paparazzi are primed and Victoria Beckham says she’s “really, really excited” about moving to Los Angeles.
Victoria Beckham, 33, is a household name in her native England, Europe and much of Japan, where she is seen not just as arm candy to a hot soccer player, but as a pop star turned fashion icon with her own line of jeans, sunglasses and perfume.
She remains largely unknown to Americans. Many have seen pictures of Victoria Beckham, but most have never heard her speak.
“She is coming over here as a mega-star and there is all this buzz, but Americans are curious to know why,” said Melanie Bromley, West Coast bureau chief of Us Weekly magazine.
“To have a new superstar for us to obsess about and analyse would be a welcome relief. But for Victoria to become one of those people, she will have to get some personality. At the moment, she’s a slightly two-dimensional character for Americans.”
Beckham’s publicity machine is pulling out the stops for her official LA debut.
She has lined up at least two talk shows, a reality-style TV documentary about her trans-Atlantic move, and a cover spread for W magazine. In December, the reunited Spice Girls will kick off their global tour in Los Angeles.
In the past two months, Beckham has been a presenter at the MTV awards, won the Glamour Magazine Woman of the Year Award and been photographed at trendy LA restaurants, stores and parties.
“It’s been a meticulously planned adventure,” said Gary Morgan, CEO of the Los Angeles-based picture agency Splash.
“Posh is over here to support David, but her desire is to become the top fashionista globally and to get people looking at her. This is the Beckhams’ attempt to become a truly global brand for the first time because they have never cracked America properly,” Morgan said.
