Designer of the Princess of Wales’s comeback look: ‘She will forever remember that dress’

If you’re not familiar with Veronica Beard, then you should be. In fact, you probably already are, without knowing it. A favourite of Gwyneth Paltrow, Reese Witherspoon and Sarah Jessica Parker, the New-York based label’s profile was raised exponentially in September when the Princess of Wales wore a Veronica Beard dress in the video announcing that she’d completed her chemotherapy treatment and would be tentatively returning to life as a working royal. Within 24 hours, the video had been viewed over 27 million times.

The brand’s co-founders, Veronica Swanson Beard and Veronica Miele Beard, found out at the same time as the rest of the world that the Princess had chosen to wear their “Castella” dress – a blouson-sleeved, ruffle-hemmed affair in soft cotton. “We had no idea,” says Swanson Beard. “What you choose to wear says so much about you, and what you’re feeling in that moment. It was such a bohemian, feminine, vulnerable sort of look, when she could have been in a power suit. It was a beautiful moment that made me very emotional when it happened.”

“And that tender moment – that part of her life – is the real part,” adds Miele Beard.

“It was a reminder that even if you’re on the world stage, we’re all the same,” says Swanson Beard. “We all have those moments. She will forever remember that dress as embodying the moment when she came back. [Like] I’ll never forget the dress I wore the night that I met my husband.”

About that. You may have discerned that Veronica Beard’s co-founders have the most confusing monikers in fashion. The reason they have the same name is because they’re sisters-in-law: Swanson Beard (tall, blonde, shades of Carolyn Bessette-Kennedy) is married to Jamie, and Miele Beard (slightly less tall, brunette, shades of Brook Shields) is married to his brother, Anson. Their uncle was the artist and photographer Peter Beard.

Known in fashion circles as “the Veronicas” (we’ll refer to them as VSB and VMB for ease), they first met at a wedding 22 years ago. VMB was already married to Anson, and was tickled when his brother, Jamie, started flirting with VSB, who was single. “I thought it was fabulous that we were both called Veronica,” says VMB. “There aren’t a lot of us around.”

Before you could say “monogrammed towels”, they were one extended happy family, the two Veronicas quickly becoming as close as the brothers to whom they’re married. So close, in fact, that they decided to launch a label, Miele Beard’s career in investment banking and Swanson Beard’s career as a fashion designer (she studied at Parsons School of Design in New York and used to work for Narciso Rodriguez) equipping them with the disparate yet necessary strengths they needed to succeed in a tough market. “We’re entrepreneurs,” says Miele Beard. “We saw this opening for a product that didn’t exist for women, only men.”

The product in question is the dickey, a clever, modern hero piece that’s the foundation of their business. If you’ve ever wondered why the high street is awash with detachable denim, knitted or hooded bibs, it’s likely because they’ve been inspired by Veronica Beard. Simply snap (or zip) said bib inside a coat or jacket, and it immediately acquires a more casual, nuanced look, minus any of the bulk usually associated with layering. “It’s our suit and tie,” says Miele Beard. “You put it on, and you can slay dragons.”

Upstate Dickey, £305; Quilted hoodie dickey, £268, Veronica Beard

If the Veronica Beard customer comes for the dickeys, she stays for the capsule wardrobe designed to be mixed and matched with ease. It’s Ralph Lauren with more accessible price points (prices range from £116 for a T-shirt to £2,298 for a reversible shearling coat), its closest UK equivalent is either Jigsaw, Whistles or Me+Em. Like those brands, Veronica Beard caters for the cash-rich, time-poor woman balancing work, play and family, who wants to look smart but not severe, chic but not corporate. “She looks at us as a resource,” says Miele Beard. “There’s one stop shopping for her here.”

With eight children between them (Miele Beard has five aged between 14 and 22; Swanson Beard has three aged between 11 and 18), they’re certainly living the same lives as their busy clientele. “We always say we are our customer,” adds Swanson Beard. “Every female designer says that, but we truly do think about them in such a microscopic way, in every detail of the design process.”

Their attention to detail has paid off: since launching in 2010, they’ve become the bestselling brand at US department store Neiman Marcus. Sales for 2023 exceeded £190 million, and with 21 stand-alone stores in the US, their current focus is international expansion. They opened their second London store in August, and now have their sights set on Seoul and Paris.

“We always do a ton of homework before we decide on new categories or new places to sell,” says Miele Beard. “Who’s the woman there? Is she dressing like us and what’s her purpose? And beyond that, what’s the price of silk right now? We don’t build the stadium before the fans. We also do a ton of data study. If the product is not right, it’s not selling. As we’ve been around for 14 years, we realise the number one reason why somebody comes back is fit. If they feel great in this clothing, they’re going to return.”

A month before the Princess of Wales wore one of their dresses, the Duchess of Sussex wore one of their suits during her tour of Colombia with Prince Harry. “Our customer loved seeing both women,” smiles Miele Beard. “We are agnostic as to the politics of those two. We love all women and celebrate all women.”

At the time, the Duchess was criticised in some quarters for looking too casual, on account of her navy halterneck jacket possessing no sleeves. “She has good arms!” laughs Miele Beard. “It was still buttoned-up and appropriate.”

“That vest jacket was the biggest trend of the year,” adds Swanson Beard. “It was the suit of the summer.”

Meghan’s “Orlinda” jacket (£598) is still available to buy, and is one of myriad permutations of blazer hanging in their Bruton Street store when we meet, from leather to linen to Prince of Wales check. Current bestsellers include the £648 “Dash” bag, a £260 “Valentina” sneaker and £368 “Taylor” two-tone jeans. With stiff competition in what Americans call the “sub-luxury” market – mid-market, to you and me – they’re candid that the UK has been a tough nut to crack. “London has been an incredible education and learning for us,” says Swanson Beard. “We opened here and it took [time, as in the UK there was] very little brand awareness. When you think about the enormous amount of brands here, the wallet share for this customer is huge.”

Taylor two-tone jeans, £368, Veronica Beard

Dash bag, £648, Veronica Beard

Valentina trainers, £260, Veronica Beard

As are the Veronicas’ ambitions. “The toughest part is staying successful and always feeling like someone is nipping at your toes,” says Swanson Beard of life at the helm of a rapidly expanding business. “They’re all there behind us. There’s room for everybody, but what still rings true through our brand is its authenticity. Women identify with it, and know we’re really, truly thinking about their life.” They know, they add, because they’re living it.