By Jim Servin
PURIST: What is your take on the connection between fashion and wellness? How does the Veronica Beard brand embody these ideas?
Veronica Miele Beard: I like to say our clothes are made with love. From the conception of the designs and the thought that goes into the customers’ lifestyle and desires, to the prints, colors and fabrics, the process is heartfelt. I didn’t realize the power and energy you feel when dressed well until COVID hit. I found myself getting dressed to take the garbage out, or for a trip to the supermarket, because it lifted my spirits. Now that life has begun again, we see euphoric shopping and celebrating.
Veronica Swanson Beard: This really resonates with me because one thing we say all the time as a brand is ‘look good, feel good, do good.’ All these things are interconnected. When you look put together, you feel like you’re on your game, like you can conquer that mile-long to-do list. And when you feel good, you are putting that energy out in the world—going out and ‘making it happen,’ whatever that means for you. We want our clothes to be your go-to wardrobe for your real life. On the go, with the kids, at the office. If you look good and feel good, you are poised to do good.
PURIST: How has Veronica Beard responded to recent world events?
VMB: The silver lining in our brand ethos is that we design from lifestyle, and we walk in the customer’s shoes through all of it. When the world came to a halt, we pivoted and casualized. We offered our version of the sweatsuit—elevated and cool, not your average sweatsuit. Now that the world is opening up, we are pivoting with her yet again. I personally want a chic, more tailored feel in my wardrobe. The essence is, “We’re back and we’re feeling ourselves!”
VSB: Gatherings are happening, but they are intimate. The clothes must work for this new reality; they have to be versatile. We want to give women a little bit of fantasy again, but it has to be wearable fantasy.
