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Victoria Beckham used large format digital out of home to mark the 10th anniversary of her luxury fashion label and her London Fashion Week debut on London's iconic Piccadilly Lights.

The campaign opened with a rotation of three images featuring Victoria Beckham and shot by the celebrated German fine art and fashion photographer Juergen Teller.

A live stream of the actual London Fashion Week show as it happened brought to a close the British designer’s celebration. It is the first-time the advertising screen in Piccadilly Circus has carried live content from an event as it happened, made possible following its digital renovation last year.

The campaign was booked by Ocean which operates the Piccadilly Lights on behalf of Landsec.

Victoria Beckham took to social media across the week to tell her millions of followers on Twitter and Instagram how excited she was to celebrate a decade of her brand on the Piccadilly screen, saying “My name in lights!”