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To former stylist and interior designer Veronica M. Toub, marrying the concepts of fashion and food trucks made complete sense. “I saw a food truck driving around one day, and thought, ‘That would make the most luxurious mobile shop.’ I wasn’t interested in opening a store because I can’t sit still for a minute. I prefer to always be on the move,” said Toub.
This story first appeared in the October 15, 2013 issue of WWD. Subscribe Today.
Soon after, Toub acquired a 1973 Sovereign model Airstream, which she outfitted as a backdrop for her fine jewelry and apparel collection, VMT, launched for resort 2014. Inside, Toub also offers vintage home accessories, bags and scarves sourced from her travels around the world. In addition to private sales, VMT jewelry is available exclusively at Neiman Marcus Beverly Hills, where Toub will host a trunk show on Oct. 26 and a dinner (with the Airstream parked out back) on Dec. 9.
Toub had been developing fine jewelry, ready-to-wear and beach cover-ups for the past two years, based on pieces she contracted local tailors and artisans to make during her travels to Lebanon, Turkey, Italy, Greece and India. “The craftsmen there can create a near-perfect piece of jewelry without a CAD design. The clothes took a bit more tweaking, but people would always ask me where I got my things, and that got me thinking,” she said. “When I moved to Los Angeles in 2011 to raise my family, I moved all the production here.” Toub sources her fabrics and trims from Italy, France and Japan.
Raised in Switzerland by an English mother and Persian father, Toub spent summers in New York and once interned for Bill Blass. After earning a degree at New York’s Laboratory Institute of Merchandising, she moved to Paris to pursue set design, where she began collecting vintage fabrics and trims.
The 14- and 18-karat gold and diamond jewelry, ranging from $400 to $14,000 wholesale, comprises six groups including hexagons, zippers, serpents and personalized nameplates. The bold designs in yellow, rose and white gold include rings that can be worn three ways, convertible chains and bracelets meant to be layered. The hexagonal motif, inspired by Moroccan tiles, also adorns the outside of the trailer in a silver laser-cut border and is repeated inside as metal and wooden shelving.
Based around elegant caftans, tunics and blouses, the 14-piece rtw collection “is shapely and sexy but not in your face,” noted Toub. Fabrics include geometric cotton lace, silk charmeuse, silk georgette and dupioni. Toub sticks to a black-and-white palette with just a few pops of color. The all-white beach cover-ups feature hand-loomed mesh detail, lace insets, pom-poms or cotton fringe. Apparel prices range from $100 to $840 wholesale.
Toub plans to expand her wholesale reach, but in the meantime, her Airstream will travel to fashion weeks and fairs such as Art Basel and Coachella because, she said, “The spirit of the collection is based on travel and exploration.”