Victoria Beckham, along with a host of other British fashion icons like Vogue's Anna Wintour, met in the unlikeliest of places -- a subway platform beneath New York City's Grand Central Station -- for a photo shoot to kick off the "GREAT" campaign, promoting travel and tourism to Great Britain.
The "GREAT" Britain campaign takes over an NYC subway station.
Wintour and Beckham gathered with Marcus Wainwright, Karen Elson, Keren Craig, Hamish Bowles, Georgina Chapman, Tamara Mellon, Jourdan Dunn, and David Neville in front of a Union Jack-wrapped subway car Wednesday for the promotional shots.
What's the connection between these fashion icons? They're all Brits who now live in America and they're lending their support to the "GREAT" Britain campaign - a new program designed to promote the best of all things British around the world.
The campaign aims to capitalize on excitement over the upcoming London Olympic Games. The tourism organization will invite iconic Britons in the fields of film, fashion, music, design and more to be a part of delivering GREAT British content to the masses via Facebook and Twitter.
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As a "GREAT" ambassador, Beckham will play a leading role in the "Fashion is GREAT" element of the campaign, in addition to highlighting the UK as a preeminent place to visit, study and invest.
The fashion stunt in the New York City subway system happened to make a nice kick off to the next city on the global fashion week calendar, London.
"We have some incredible British fashion talent to be proud of," said Jeremy Hunt, British Secretary of State for Culture, Olympics, Media and Sport. "From royal wedding dress designer Sarah Burton to GREAT Ambassador Victoria Beckham, British designers are among the best in the world. There are British editors heading up some of the top fashion magazines and their pages are filled with British supermodels. With London Fashion Week kicking off later this week, we look forward to welcoming the great and the good of the industry to the home of fashion."
British fashion is a large contributor to the UK's international tourism industry, which is the country's third-largest earner of foreign exchange.
"As the UK gears up for the London 2012 Olympic and Paralympic Games and The Queen's Diamond Jubilee, there's no better time to celebrate the best that Britain has to offer," Her Majesty's Ambassador to the United States, Sir Peter Westmacott, said at Grand Central Station Wednesday. "As one of Britain's major fashion icons, Victoria Beckham's involvement with the 'GREAT' Campaign will bring even more attention to Britain's world-renowned fashion designers, the magnificent range of shopping on offer, and our distinctive British style."
Those traveling out of JFK, LAX, and Boston Logan airports will also be welcomed by the "GREAT" Britain posters. Television ads will run on major networks and in New York City taxis.
According to Sandie Dawe, Chief Executive of VisitBritain, the U.S. is Britain's most important market in terms of visitor spend, with both shopping and fashion ranking high among Americans' interests.
The organization hopes that the British pop star-cum-soccer wife and designer can boost interest in the Union Jack as it buzzes with Olympic pride.