Veronica Beard shifted half of its business to direct-to-consumer during the pandemic, buoyed by a growing list of stores (Palm Beach is next) and a booming e-commerce site. Relying less on department stores has given Veronica Swanson Beard and Veronica Miele Beard more room to experiment, but retailer data still informs much of what they do.
For pre-fall, for instance, they said stores are predicting a major return to tailoring—and not the suit-and-sneakers kind. Women are looking for sharp, modern suits to wear to the office and out at night; Miele Beard pointed out a pinstripe navy blazer and matching trousers, something of a riposte to the headlines about the “end” of workwear. In certain offices, a flowery scarf dress and checked blazer might pass as an equally sharp, yet playful 9-to-5 look.
Pre-fall’s midsummer timeline means we tend to see swimsuits and turtlenecks in equal measure. For the Veronicas, the challenge is to create easy, relatively lightweight clothes that will still be relevant when the temperatures dip. A strong-shouldered cotton military blazer had transitional appeal, ditto the final look: a black T-shirt tucked into a narrow utility skirt. In the showroom, it became clear that it was actually one piece, not two: a trompe l’oeil dress designed to eliminate the guesswork. Miele Beard reported that trompe l’oeil and “built-in” styling details are especially in-demand right now; the Veronicas’ customer may be back at the office, which means she has less time to fuss with her outfit in the morning.
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