Veronica Beard Transforms Store For Their NYFW Presentation

by Sydney Sadick

To present their Spring 2017 Veronica Beard collection, designers Veronica Miele Beard and Veronica Swanson Beard partnered with interior designer Ken Fulk to create the ultimate throwback experience in the lower level of their Upper East Side store. We got the lowdown on the backstory of the presentation.
This is such a fun presentation!
VMB: We really wanted our customers, our editors, buyers, and friends to experience one full year of Veronica Beard—to walk through and see our new store and then walk down here to experience spring in the way we really imagine her seeing it. Spring is stars and stripes. It’s the greatest hits. It’s just an amazing homage to everything American and fun. We want everyone to really understand what this brand’s all about, and this is the way to show it!
VSB: It’s also about all of the American icons reimagined. We have uber feminine army jackets covered in lace. There’s sexy two-piece dressing with blazers…it’s tomboy, bohemian, and preppy…it’s all the juxtapositions. That’s why Cher is our girl because she was the ultimate chameleon.
What’s your favorite Cher song?
VMB: “Believe!” Of course!
VSB: They were playing Bowie before—I love anything with a ‘70s band.
This was Lisa Perry’s super white and sleek store and corporate headquarters. How long did it take to transform the digs?
VMB: Three months. We worked with Ken Fulk, who is the most incredible creative genius. He’s a very major event planner and interior decorator. We talked about what we wanted this to be like and he exceed our expectations by one thousand percent. It’s perfect.
Do you guys tend to keep shoes and champagne in your refrigerators?
VSB: Oh yes, all the time! [laughs].
And there’s a [male] model showcasing Douglas Friedman’s underwear line?
VMB: We love Douglas Friedman. He’s amazing. He shot my house for Elle Décor and we became great friends. He’s launching The Facinator which is his line of men’s boxer briefs. He’s launching them here and this gorgeous model is showing them off.
VSB: He’s a big prop, too. A lot of people are loving him.

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