Everyone wants to be cool. They want to look cool and feel cool, and a lot of designers have provided the right wardrobe just for that. A lot of times, these labels interject their coolness by redesigning classic pieces of a time when being cool looked completely different. Nostalgia is forever intertwined with cool, as new kids give their own twists and interpretations of fashion favorites of past eras. By doing so, they set themselves apart from the current trends and mix together the fashion sensibilities of the past with the modern taste of today. One brand who has done this is Veronica Beard.
Veronica Beard is all about the cool and the classic. Their pieces often reflect fashions of a bygone era but approached in a way that will look and seem desirable to today’s consumer audiences. Their feminine and youthful touch on classic fashion staples have become their bread and butter, and beloved by a legion of young female consumers. They latch on the idea of coolness among the youth, which nowadays is mixing fashion of the past and present to create a totally new and exciting look. Already with a few hits, Veronica Beard is set to take the fashion world by storm.
From sisters-in-law to business partners
The brand is the brainchild of two sisters-in-law incidentally both named Veronica Beard. Veronica Miele and Veronica Swanson both married men surnamed Beard who turned out to be brothers. Both sisters-in-law wanted to have a career in fashion, so they decided to team up together to form their eponymous label in 2010. The launched their brand with the foundation of the dickey jacket and other classic pieces, giving modern takes on the fashion staples. Soon, they were seeing commercial success with the pieces they sold.
They established themselves as a contemporary brand, selling high-quality luxury pieces with affordable price points. Their clothes soon became a huge favorite among women in New York, whose wardrobe needs the label catered to perfection. Their clothes are stylish, chic, yet comfortable, functional, and affordable, answering the needs of the new working woman, like both of them are. They see their brand as both their most lucrative business venture and a passion project which helps them and women like then dress up from day to evening. Although they haven’t expanded that much in retail, the label is already embedded among the fashion crown of many hip cities, especially in New York where they’re based.
The Dickey Jacket
Upon their debut in 2010, they introduced the Dickey jacket—an ingenious jacket that creates an illusion of a two-layered outfit. The garment actually consists of a black dress jacket with your choice of a front base—whether it’s a knitted top, a woolly hoodie, or a leather zip-up. However, instead of actually being two separate pieces, both the front base and the jacket can be zipped together to create one whole layer that looks like two. It was made to make dressing up for a variety of occasions that much easier, especially for women who are constantly on the move and have no time to go all the way back to their closets to choose a different piece.
Catching attention of retail giants
As of 2018, the brand hasn’t expanded in retail as much as its contemporaries. They’ve only opened four stores in the US, a lot of which are on the East Coast. The opened their first store in New York City back in August 2018, which immediately caught the attention of various prominent retailers. Their brand is also available in the likes of Saks Fifth Avenue, Bergdorf Goodman, Neiman Marcus, and Nordstrom. For international customers, they can buy their items on the brand’s e-commerce website, as well as online retailers such as Net-A-Porter and Moda Operandi. In early 2018, the opened a store in Los Angeles, California, their first retail store on the West Coast.
Stars who love the brand
Because of their effortlessly-chic and cool style, Veronica Beard has amassed a faithful following of prominent clientele. A-list celebrities have fallen in love with easy-to-wear pieces of the New York-based contemporary label. Pop stars Jennifer Lopez and Selena Gomez, as well as actresses Emma Roberts and Sarah Jessica Parker, have all donned their famous Dickey jacket. Models Karlie Kloss and Gisele Bundchen have also been spotted wearing the brand. Top model and Victoria’s Secret Angel Lily Aldridge has even fronted the brand’s ad campaigns. One of their most high-profile customers is Meghan Markle, the bride of Prince Harry of Wales.
It was a little twist of fate that two women with the same first name married men with the same surname. But it led to the foundation of a new fashion label beloved by young and modern women across the United States and beyond. As their staples become classic favorites, and themselves the new tastemakers of cool, it’ll be no surprise if their brand will one day become a global fashion empire.