STATEMENT LOOK: The writing’s on the wall — and on a Veronica Beard capsule in collaboration with Thomas Lélu.
The American brand founded by sisters-in-law Veronica Swanson Beard and Veronica Miele Beard has tapped the French artist, best known for his block-capital witticisms, for the collection dropping Tuesday.
In the six-piece lineup are T-shirts asking “why not? Life is short” and declaring that “bad decisions make good stories” to the idea that “stress doesn’t go with my outfit” delicately stitched into a cardigan by New York-based embroidery specialist Abbode and a bag with its statement hand-painted by artist-led creative studio Lefty’s Right Mind.
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“Thomas’ work is a sign of the times,” Swanson Beard told WWD. Last fall, she discovered the Frenchman on Instagram when the words “iconic never gets old” cropped up on her feed a day after the American brand’s Iconic campaign dropped.
“The simplicity of the statement was powerful,” she continued. “We reached out about a collaboration the next day.”
The duo “found [Lélu] to be incredibly clever,” added Miele Beard. “His quotes are witty and ironic, and we knew we could create something special together. Candor and fashion get me through the day.”
For the French artist, whose words have been splashed across anything from Smythson notebooks and Autry sneakers to W Hotels merchandise and phone cases, what would best describe the brand and its cofounders is “Another coffee?”
“For me, the Veronica Beard woman is the superwoman: active, high-achieving, and stylish,” he added. “The quintessential working girl and icon.”
Priced between $128 for a canvas mini tote and up to $598 for the cashmere cardigan, the capsule will be sold at Veronica Beard stores worldwide and on the brand’s e-commerce site.