Just over three years ago, Victoria Beckham debuted her fashion collection at New York Fashion Week to rave reviews. Now, as she returns - with 7-month-old baby Harper in tow - to the spot where it all began, the former Spice Girl seems to have the world at her feet.
Gwyneth Paltrow, Charlize Theron and Cameron Diaz are among the celebrities reportedly clamoring to have Beckham "dress" them for Hollywood's biggest night, the Oscars. The UK's Daily Mail reported that Beckham is working "day and night" to meet the demand.
"We do have requests in from stylists for the Oscars, but as our team is so small we don't have the opportunity to custom make dresses like the bigger fashion houses," a Beckham rep told the Daily Mail. "Nor do we have the big budgets to pay people to endorse our brand, so it's really a waiting game and we won't know until the night if any of our dresses will be worn."
Her quick rise comes as no surprise to industry insiders.
"I'm not surprised about her ascent since Victoria is the only Spice Girl who you don't still think of as a Spice Girl," Village Voice writer Michael Musto told ABCNews.com. "She's carved out a niche as an upwardly mobile, fashion conscious half of a power couple, so her "If you wannabe my lover.." days are long forgotten and now she simply represents tony chic."
"Her fashion house is small, but I'm sure it'll grow after New York Fashion Week and the Oscars, and she'll be in even bigger demand," added Musto, the author of "Fork on the Left, Knife in the Back?"
Beckham has already made a splash this awards season, when Academy Award nominee Michelle Williams turned up in one of her dresses at the Oscar nominees' luncheon earlier this week. The "My Week with Marilyn" star wore another Beckham design to a BAFTA event in January.
The Daily Mail quoted a source saying, "Victoria is a huge admirer of Michelle's style and is delighted that she has chosen to wear two of the dresses from the new 'Victoria' collection. She sums up the essence of the new line."
Other celebrities who have worn Beckham's dresses include Drew Barrymore, Blake Lively, Mary J. Blige and Elle Macpherson.
Beckham is unveiling her latest collection at New York Fashion Week, which kicks off today and where Kristian Laliberte, senior editor of the fashion website Refinery 29, says "she's definitely entered a different echelon."
"She's made the transition from people thinking of her celebrity to thinking of her design house," he said. "She's getting judged on the actual clothing, which I think is good for her."
"She's one of the few celebrity designers who really puts in the time and you can tell she does," Laliberte said, adding that Beckham's clothing is well constructed and flattering - and not just for stick-thin celebrities.
"I love that she's having this moment, along with her husband, who is designing underwear," he added, referring to her soccer star husband, David Beckham , who has launched a line of bodywear with retail giant H&M.
CNN commentator Roland Martin was just suspended for tweets he made about David Beckham's underwear ad, which debuted during the Super Bowl. One tweet, criticized as anti-gay, said, "If a dude at your Super Bowl party is hyped about David Beckham's H&M underwear ad, smack the ish out of him!"