It came as no surprise when Veronica Swanson Beard and Veronica Miele Beard recently turned up at the office for a full day of press previews in identical outfits of swingy Veronica Beard canvas jackets and dark-rinse jeans. In fact, the Veronicas joked that they unintentionally match multiple times a week. Over the past five years, the sisters-in-law have refined their brand vision, which assumes a uniform-like approach to getting dressed. They've also exponentially increased sales in 2014 after lowering the price point of their modular wardrobe essentials. "Our message is elevated tailoring with a designer sensibility. We've really focused on that, and are definitely hitting our stride now in the contemporary market," said Miele Beard during a walk-through of their Resort lineup.
The label initially launched with a range of schoolboy jackets featuring interchangeable dickeys. This season, they made a concerted push to incorporate those signature dickeys into new outerwear bodies including an edgy, motorcycle-inspired blazer; a terrific everyday trench; and a leather Perfecto with a zip-off peplum. The duo combined those updated staples with vibrant novelty items, which tied into the collection's inspiration: the Round Hill Hotel in Jamaica's Montego Bay that drew prominent socialites such as Babe Paley to the island in the mid-20th century. Sticking to the theme, they experimented with patterns in bold ways. A cropped neoprene sweatshirt with a splashy palm tree motif mixed nicely with an A-line block-print skirt. The latter graphic was also surprisingly flattering worn head-to-toe, as seen on a coordinating vest and sharp trousers.
But the real news here was the announcement of Veronica Beard's first denim capsule, which will premiere with three classic styles: high-waisted flares boasting a girdle-like yoke, second-skin indigo stovepipes, and a casual cropped pair ideal for both boardroom meetings and weekend errands. No novelty distressing here, just classic, dark washes. With eight children between the two of them, ensuring a slimming fit was a top priority for the Beards, whose clientele consists of modern mothers like themselves. Priced to sell between $225 and $295, the jeans are no-brainers for retailers and VB fans alike.