New Line Alert: Veronica Beard

October 19, 2010 • Fashion


Starting a business is always a tough start. It helps though when you have a sister-in-law … with the same name even! Veronica Swanson Beard and Veronica Miele Beard launched their new line with a shocker of a name … Veronica Beard for Fall 2010. The collection is based on the idea of tailored jackets endowed with zip-in/zip-out "dickies" that give the look of layering but without the bulk.

Beard1 Stating to work in the business doing wholesale at Alberta Ferretti and then becoming a buyer for Marissa Collections helped Beard get her footing in the fashion world. With her sister-in-law's background in finance, the duo began working on looks that were missing from their wardrobe. "After lots of different ideas, we decided to do a menswear-inspired jacket. We love the look of layering—we live in blazers—so it was the easy first choice," Beard explained. "The problem with blazers is that you’re never warm enough… We created a dickie that can zip out and be interchangeable in the jackets."

The upcoming Spring collection will have a turn into more of a American classic silhouette, but with a bit more "changeability and functionality". Explaining the new collection Beard spoke of some of the new pieces. "One dress has zip-off sleeves so it can go from day to night. Our boho dress comes in a boho print or a solid; it’s the type of thing we would wear all spring and summer and really employ that as our seasonal look. " 

The sisters are very focused on making their line in their home of New York City. "We worked really hard on perfecting the fit and quality, and we’re very committed to making everything in New York."

Prices for the line range from $805 to $1,035 at 16 stores, including Kirna Zabete, Tootie's, Marissa Collections and Edit. You can also check out their website, Veronica Beard if you don't have the luxury of being in New York.

-Taneisha Jordan

Source: Daily Front Row


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