million each. In October 2009, reports suggested that the Spice Girls were to star in a reality show in which they would cast female actors to play their roles in a musical. The following year, Judy Craymer teamed up with the Spice Girls and Simon Fuller to start developing a Spice Girls musical titled Viva Forever!. On 26 June 2012, all five Spice Girls were in attendance at a press conference in London to promote the launch of Viva Forever! The musical opened at the West End's Piccadilly Theatre on 11 December 2012. On 12 August 2012, after much speculation, Beckham and the Spice Girls performed a medley of "Wannabe" and "Spice Up Your Life" at the 2012 Summer Olympics closing ceremony, reuniting solely for the event. Their performance was the most tweeted moment of Olympics closing ceremony with over 116,000 tweets on Twitter per minute. The band reunited again for a 2019 tour, however Beckham opted not to participate in the reunion choosing to focus on her fashion label instead. When the American television presenter Ellen DeGeneres asked her why she chose not to join with the other Spice Girls for the reunion tour, she said "It just didn't feel like the right thing to do. [But] I'll always be Posh Spice, always." Fashion Beckham made a guest appearance on the catwalk for Maria Grachvogel on 17 February 2000, marking her debut as a model at London Fashion Week. Beckham also acted as a British ambassador for Dolce and Gabbana and was briefly the face of Rocawear in 2003. Beckham designed a limited-edition fashion line for Rock & Republic called VB Rocks in 2004, consisting mainly of jeans for the high end of the market, retailing at approximately $300 in the US. On 16 January 2006, Beckham walked the runway for Roberto Cavalli at Milan Fashion Week, and was for a period exclusively dressed by him for red-carpet and social events. For the March 2006 issue of Harper's Bazaar, Beckham acted as fashion editor when she styled her close friend, Katie Holmes, for a fashion shoot. She has admitted to a personal love of sunglasses, saying "I'm quite obsessed with sunglasses. I collect vintage Guccis and Carreras – they can make virtually any outfit look cool." After Beckham's departure from Rock & Republic, in September 2006, she furthered her fashion ventures by launching her own denim label, dvb Style.