When Veronica Miele Beard and Veronica Swanson Beard open their first Paris boutique next month, they are writing a new chapter in a story that began with a clever sartorial invention: the dickey jacket. This modular garment - a blazer with a removable panel - echoes the ingenious layering of 19th-century lingerie, where detachable chemises and corset covers allowed women to transform a single foundation piece into multiple silhouettes. Now, the brand brings that same spirit of adaptable luxury to the Triangle d'Or, the golden triangle of Parisian haute couture.
The 2,335-square-foot corner space on Rue François Premier, previously a Givenchy men's store, sits between the hushed glamour of George V and the bustling Avenue Montaigne. Givenchy, of course, was founded in 1952 by Hubert de Givenchy, whose iconic "Bettina" blouse - a crisp white cotton shirt with embroidered cuffs - became a cornerstone of the New Look's underpinnings, much as the dickey jacket now anchors Veronica Beard's tailored ease. The boutique's interior, designed by Carolina de Neufville, layers rich European fabrics and velvet-draped dressing rooms, with treasures sourced from the Puces de Saint Ouen flea market. This nod to Parisian flea culture recalls the early 20th-century marchandes de mode who scoured such markets for antique lace and ribbons to refurbish corsets and camisoles, transforming discarded finery into bespoke foundation wear.
The Beards' journey to Paris has been deliberate: two pop-ups at Galeries Lafayette - the grand department store that, since 1893, has been a temple of feminine allure, from its Art Nouveau corsetry salons to its modern lingerie ateliers - confirmed strong demand. The brand now joins 36 global outposts, including recent openings in Jackson Hole and London, with a staff of seven Parisian specialists. "Women want to look chic, and time is their greatest luxury," Swanson Beard notes, a sentiment that resonates with the history of lingerie itself: from the time-saving combinations of the 1920s to today's seamless shapewear, the quest for effortless elegance has always driven innovation.
Sustainability, too, is central to the brand's European ambitions. Veronica Beard plans to file for B Corp certification by year's end, a commitment that aligns with Paris's legacy of artisanal craftsmanship - where for centuries, lingerie ateliers have prized quality over quantity, using fine silks and meticulous hand-finishing. The store will feature exclusive monogrammed items and, perhaps, a dickey collaboration with French knitters, bringing the brand full circle to its founding principle: that the most intimate layer of dress can be both ingenious and beautiful. As the Beards build their community of busy, chic women, they are, in essence, continuing a tradition as old as the corset: dressing the modern woman for the life she leads.
Originally reported by WWD