Had she staged an extravagant event to present her latest collection of dresses, Victoria Beckham's New York Fashion Week show would no doubt have been one of the hottest tickets in town.
But instead the singer-turned-designer chose to personally introduce her Spring line to small groups of industry insiders at a downtown art gallery in Manhattan on Sunday evening.
It was perhaps a way of focusing the fashion pack on her designs rather than the celebrity angle of her success; stars including Madonna and Elle Macpherson have been snapped in her clothes.
And, as Victoria herself acknowledged, the notoriously difficulty industry is now taking her seriously as a designer.
"I know I used to be in a pop group and I'm married to a footballer – a very lovely footballer," she said. "But I'm grateful that people are prepared to leave their preconceptions at the door and let the dresses speak for themselves."
So what does the new season signal from the mum-of-three, who more than any other designer personifies her own creations?
Her Spring/Summer 2010 collection is cutting back on cleavage and putting legs back on show. "I think it looks more attractive, and it's what my customers want," Victoria said.
The overall key look continues to be tight-fitting sheaths – knee length and floor skimming – in colours including cerise, grey, raspberry, black and white.
In-built corsetry again features strongly as do exaggerated shoulder pads which the designer reveals "make your waist look so much smaller."
And since Victoria is essentially her own customer, fashionistas know her clothing comes with a unique seal of approval. "I try on everything," she admitted. "I make everything for me."