Veronica Beard just made a lot more women happier. In New York, it unveiled a new set of clothes featuring its much beloved dickies, as well as dresses, pants and outerwear, now in more sizes.
The brand, founded in 2010 by the two Veronicas, sisters-in-law Veronica S. Beard and Veronica M. Beard, has decided to release articles of clothing in sizes 18 to 24 beginning this year. It has long been a favorite among the fashion-conscious, but has kept other women from buying because of the lack of sizing options. Such is the case for Megababe founder and blogger Katie Sturino, who, at the urging of a follower, went to Veronica Beard and found that nothing fit her. Thankfully though, she was informed that the brand is in the process of addressing the overlooked market and is targeting a new, more size inclusive collection in the months to follow.
The decision to go take the path towards becoming a more inclusive brand is a personal one for the Veronica Beards. Right within the family, members, particularly Veronica S. Beard’s mother and cousin, have also had difficulty in finding clothes of the right fit and size in their own brand. This, coupled with the experiences of some fans, prompted the label to bring more of their whimsical creations to a wider population. After all, it was founded with the purpose of meeting an unfulfilled demand among women shoppers. The scope just became bigger after realizing that their garments could be made for more sizes, and in turn, reach more people.
The duo behind Veronica Beard didn’t take the step without the help of some friends. Besides Sturino, who helped bring the #MakeMySize movement into their radar, the brand has also approached Kedic, a company led by women who has contacts to factories and designers. This is not the first collaboration for both, as they have worked together in the past for Veronica Beard’s denim line. Through Kedic, the brand was enlightened on the process that goes behind producing garments in extended sizing.
The recent fashion show unveiling the Veronica Beard AW19 collection already features clothes in large sizes. The parade was filled with feminine pieces, as is what’s usually seen with the brand, but with contrasting elements. It has injected some utilitarian clothing that seem to be catching on with many designers but with an elegant touch.
The pieces will be available in a few months at Veronica Beard’s US locations. Recently, it has announced the opening of a new store at Palisades Village. Currently, there are already boutiques in New York, Los Angeles and Dallas. Each has a unique aesthetic that still is in line with the brand’s affinity for feminine tailoring.
Image credits: Will Vendramini / Courtesy of Veronica Beard, LA Confidential