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Sisters-in-law Veronica Swanson Beard and Veronica Miele Beard recently got into Bergdorf Goodman after lowering the price points on the Veronica Beard brand they’ve helmed since 2010, and they threw a cocktail party to mark their debut there on Thursday night on the Manhattan store’s fifth floor. “We initially couldn’t come into Bergdorf’s because we weren’t contemporary and we weren’t quite designer. We were that open designer price point,” said Miele Beard. She pointed out that when her brother, Matthew Miele, directed the documentary “Scatter My Ashes at Bergdorf’s,” her cameo was precisely for not getting picked up by the store. “So now that we’ve gotten into the store, I’m demanding a sequel,” she said.
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The designers were joined by their friends Brett Heyman, Chelsea Leyland, Alexandra Lind Rose, Cynthia Smith, Ferebee Taube and Patricia Herrera Lansing, as well as Miele Beard’s oldest daughter, Helena, who was circulating the room in a private school uniform fresh off a rendition of “Macbeth” at her school, where she played Lady Macbeth.
This story first appeared in the March 11, 2014 issue of WWD. Subscribe Today.
Guests who purchased $1,000 worth of clothing from the brand received a free gift: a customized tote bag by artist Ryan Humphrey, who was sipping wine on the fringes of the crowd and whose business card featured naked women on both sides.
“The girls were like, ‘Hey, we need a graffiti artist’ and I was like, ‘Well, I’m kind of an Eighties graffiti artist but I can dust those skills off for you,’” he said. “I’m going to have a very late night because they need all the bags back tomorrow.”