Veronica Beard: A new take on cool, classic American style
Get to know the sister-in-law design duo behind the fashion label that cleverly combines a cool, classic mix of East Coast and West Coast influences to create effortlessly wearable clothes for every occasion
Fate, fashion and family – these were the three Fs that brought together Veronica Swanson Beard and Veronica Miele Beard of New York-based label Veronica Beard. The pair met at a wedding, when they were seated together at the same table. And that same evening, Veronica Swanson met her future husband, who coincidentally happened to be Veronica Miele’s brother-in-law. Today, the duo fondly refer to each other as VSB and VMB. “I loved her the minute I met her,” says Swanson Beard.
The two women bonded over a shared love of utility in fashion. At the time, Miele Beard was pregnant and both women were lamenting the lack of a feminine uniform that would help them feel polished and put-together – with minimal effort – each time they left the house. “We’re both product junkies and constantly thought about fashion ideas, like ‘après-maternity’,” says Miele Beard. “We talked a lot about how men had their suits, and we wanted to create the same ease for women.” They came up with the design for their ‘Dickey’ jacket — a blazer that is compatible with interchangeable dickey inserts. It’s this layering piece that the brand, which was established in 2010, has become known for. “It’s a Wonder Woman cape for any lifestyle; even styled with sweats and sneakers, you feel and look chic,” she says.
Soon, the duo, who share both names and star signs but who grew up on opposite US coastlines, wanted to tackle other closet staples – think floaty midi dresses covered in florals, and jeans made in LA from the highest-quality denim that are just as easy to pair with a sharp blazer as with a cardigan. This seamless mix of East Coast and West Coast influences informs the collection today, and the two Veronicas wear-test each garment that they design. “We always say we have two perspectives but one vision,” says Swanson Beard, who describes their personal styles as very distinct. “We love a lot of the same things. We could wear the same dress but Veronica would wear a T-shirt under it, whereas I might wear a blazer over my shoulders.” Such differing perspectives give each collection great versatility.
“Women want useful, relevant clothing to get them from day to night in their busy lives
”Veronica Miele Beard
For spring/summer 2021, the pair wanted to further amp up the easy-wearing nature of their clothing – soft cotton tracksuits in feminine hues of dusky pink, leg-lengthening jeans, breezy blouses and shirting that is equally perfect for days spent in the city or days when you are curled up at home. “We leaned into the more personal, quieter moments we’ve all been living through this past year,” says Swanson Beard, referring to the more casual styles and fabrications. “But these are all pieces you can dress up.”
Miele Beard agrees. “Women want useful, relevant clothing to get them from day to night in their busy lives,” she says. “Can she hail a cab, pick up a child or knock ’em dead in the boardroom in them? Our quest is to dress her, from head to toe, for all the places she goes.”
“We always say we have two perspectives but one vision
”Veronica Swanson Beard