Hold the phone. Victoria Beckham seems to be trapped inside a large shopping bag – again.

Back in 2008, Jeurgen Teller shot an iconic campaign for NY designer Marc Jacobs, depicting Victoria Beckham with her legs sticking out of a large Marc Jacobs carrier bag.

Today, Beckham released the first ad campaign images for her eponymous fashion label and, shot by Teller once again, they depict the 44-year-old designer stuffed inside another giant carrier bag… this one with her name on the front.

Back in April 2008 when she appeared in the Marc campaign, Victoria’s fashion career was only just beginning. At the same time, she was working behind the scenes on her own debut collection, which she presented six months later, in September 2008, at New York Fashion Week.

“When Marc Jacobs, featured me coming out of a shopping bag a decade ago it really was just the beginning of my journey into the fashion industry” Victoria explains. “It was funny and ironic and brilliantly captured by Juergen Teller. And it came out just as I was about to present my debut collection. So what better way of illustrating the story of the past ten years than by revisiting the creative but this time with my own branded bag?”

Victoria Beckham returns this season to the London Fashion Week schedule (having shown for previous seasons in New York) to mark her brand’s ten-year anniversary with a show at the Ropac Gallery on Dover Street on Saturday 15th September.

The following day, Victoria will be behind the till at her Dover Street flagship store, serving customers.

“I have always put all of me in to my brand and I wanted to convey that message with these images,” says Beckham. “That I am and have been literally “putting Victoria into Victoria Beckham since 2008”. If there was a strapline that would be it! It’s tongue-in-cheek but there’s a real message in it for me.”

The campaign will be displayed for a week on London’s famous Piccadilly Lights from Monday 10th September and a limited-edition T-shirt, featuring one of the images from the campaign, will also be available to buy from the Victoria Beckham website, and in her Dover Street and Hong Kong flagship stores.

The images will also feature on a range of accessories that form part of a limited-edition capsule of ten-year anniversary products that will be available immediately after the show.

From Sunday 16th September the T-shirt will be also be available at Harrods, Selfridges, My-theresa.com, Bergdorf Goodman, Neiman Marcus and Lane Crawford.