Veronica Beard

On Monday, sister-in-law duo Veronica Swanson Beard and Veronica Miele Beard returned to the runway — their second show in the brand’s history — with an optimistic spring collection. The lineup was about color therapy, textural fabrics as prints (aside from a singular floral motif), and “suiting and sets.”

“It’s all about that polished look you have when you’re in a full head-to-toe look,” Swanson Beard said backstage before showtime. Suited looks, which ranged from skirt, dress, short and trouser sets with sharp jackets, blazers and vests, hit all the marks in a variety of saturated brights, gingham and plaid tweeds. There were also nice striped knit, blue denim and casual-meets-luxe caned leather renditions. 

The advanced contemporary label is seeing immense growth — in an interview with WWD the duo reported the company is growing by 86 percent this year and “going to do in excess of $200 million in total revenues” — so a runway show for spring felt natural. Their bread and butter continue to be tailoring, jeans, interchangeable dickies and now, footwear, which were all present in new forms.

“I think people want wearable clothes they feel chic and confident in. We always talk about how we design reality, not runway. It’s heightened reality, you want to feel amazing but you don’t want it to be fussy or costume-y, and that’s what our customer wants from us,” Swanson Beard said. The collection expanded upon their customers’ lifestyles with a wide-legged style jean; layered striped poplin daywear; harness-style crop tops — said to be an evolution of their signature dickies; ruched day-to-night dresses, and specialty sequined plaid numbers.

“Also the quality of our product — we say our product is forward, not our brand,” Miele Beard added. “People try it and they come back. It was the ‘Wonder Woman’ cape that changed their life, so now they want to try the jeans. We filled that void for the luxury customer who wants a suit they can wear all the time and not spend a zillion dollars to wear with their designer handbag.” 

Due to the recent success of their footwear — which appeared on the runway with new sandal styles in matching colorways — would the brand expand into handbags? “We’re researching the next steps to see what she really wants,” the duo explained.

“We’re a resource now for her,” Miele Beard explained. “Maybe they’ve thought about what to wear to the gym and throw on after, to school drop-off, to a wedding. We think about every single aspect, but it’s that middle of the road, aspirational but attainable.”

As Memorial Day approaches, contemporary brands are meeting their customers where they are — by setting up shop in the Hamptons.
Brands such as Ramy Brook, Veronica Beard and Goop are all establishing a foothold in eastern Long Island, N.Y.
RAMY BROOK
Ramy Brook, the contemporary sportswear firm, will open a 500-square-foot pop-up at 28B Jobs Lane in Southampton on Friday.  It will stay open through Labor Day, and is the company’s first pop-up. The pop-up will be open seven days a week.

The store will carry the spring 2021 collection, as well as the newly launched swimwear and cover-ups and the brand’s Crazy Strong candle line. While there won’t be any exclusive apparel at the pop-up, each customer will receive a custom, reusable shopping bag with their purchase, which is exclusive to the Southampton store.
The inside features Ramy Brook’s signature orange fixtures and space to shop comfortably, and there will be outside seating to hang out. The pop-up is open seven days a week

Inside the Ramy Brook boutique in Southampton, N.Y. 
courtesy shot.

“I have loved the Hamptons since I experienced my first share house the summer after I graduated college,” said Ramy Brook Sharp, chief executive officer and creative director. “A few years later, I met my husband at a bar in Southampton and it’s been our happy place ever since,” Sharp said.
Ramy Brook has one freestanding store at 980 Madison Avenue and is on the hunt for other units. “We believe in brick-and-mortar and are actively looking for other opportunities in different markets,” Sharp said.

VERONICA BEARD
Veronica Beard opened a permanent shop at 84B Main Street in Southampton on May 20. This marks the brand’s 15th U.S. store opening since its retail debut in August 2016. The shop is open seven days a week from 10 a.m. to 6 p.m.

Veronica Beard opened a permanent store in Southampton, N.Y. 
Photo by Jaimie Baird

“Southampton has been our family’s summer destination for the last 20 years. We’re so excited and nostalgic to open Veronica Beard Main Street, the heart of Hamptons shopping,” said Veronica Miele Beard, who founded the company with her sister-in-law, Veronica Swanson Beard.

Swanson Beard said she is excited to have a Southampton location where they have spent so much time and have so many friends. “It’s a place we’ve always dreamed of having a store and can’t wait for the summer to begin,” she said
The 2,562-square-foot boutique is the largest Veronica Beard store to date. There are floral photographs from Claiborne Swanson Frank’s “Flower” series hanging throughout the boutique. Namay Samay fabrics from India create a warm feeling with rich aubergine tones which is contrasted by lighter Samuel & Sons fringe that lines the curtains.
The shop offers the brand’s full ready-to-wear, jeans and footwear collections, along with a selection of curated third-party products.

Inside the new Veronica Beard store. 
Photo by Jaimie Beard

GOOP
Goop has also opened a seasonal shop in Sag Harbor, N.Y.
The brand has returned to the Hamptons for the fifth year in a row. The shop at 4 Bay Street has been updated to feel airier and lighter with clean white tones and natural fibers mixed with elements of brass. The space is designed for shoppers to drop in and stay awhile and is open daily from 10 a.m. to 6 p.m.
There is a living room with Gwyneth ivory boucle chairs from the Goop x CB2 collection, and expanded room for fashion, including a section featuring the G. Label collection, and a dedicated area for home, with essentials for outdoor entertaining, gifting and the beach. In addition, the jewelry area has been revamped to carry a larger assortment. The shop features a wide assortment of clean beauty staples and a wellness apothecary.

Goop has returned to Sag Harbor, N.Y. 
courtesy shot.

Among the jewelry brands in the shop, which has been edited for the Hamptons, are Shay Jewelry, Nancy Newberg and Prasi Fine Jewelry, as well as some of Goop’s favorite brands such as Foundrae, Suzanne Kalan, Gigi Clouzeau, Sophie Ratner and Bondeye Jewelry.
For fashion, pre-fall and fall collections highlight styles from Ciao Lucia, LemLem, Bird + Knoll, Jade Swim, Bondi Born and A.Emery, in addition to G. Label. The Home assortment includes essentials for entertaining including such brands as Foundrae glassware, Richard Brendon barware and Edie Parker.

The clean beauty apothecary is packed with skin care, makeup and body care from such brands as Westman Atelier, Augustinus Bader and Ilia, along with Goop’s own collection of clean skin care, skin-boosting ingestibles and artisanal fragrances. The shop is also carrying an assortment of wellness items, including the Goop Wellness Double-Sided Wang Vibrator.

FOR MORE STORIES:

Ramy Brook Plans In-store Event Featuring LaChanze and Celia Rose Gooding
Ramy Brook Opens at 980 Madison Avenue
Veronica Beard Sets Down Roots in Chicago
Goop Gets Vibrating