Veronica Beard, which launched in 2010 with its signature Dickey Jacket, is unveiling Blazer Atelier, an homage to the brand’s roots and a nod to a new direction.
An in-store experience, this initiative gives the consumer the ability to customize the blazer with various specifications: a hidden embroidered mantra, button covers and vintage brooches. This activation is being offered across regions — accessible to all customers. Blazer Atelier represents the largest investment the brand has made for a merchandising activation, marking a way for customers to infuse their personal style into the Veronica Beard blazer.
The limited-time offering will roll out globally starting this week in New York City before heading to London, timed with London Fashion Week and then onto Paris, beginning Sept. 28 and ending Oct. 3. Several other regional stores will have pop-ups for the Blazer Atelier scheduled around the debut.
In every other Veronica Beard store globally, customers can work with store ambassadors for the customization process with follow up appointments in store to ensure fit. Prices start at $798.
Halsey Anderson, chief brand officer of Veronica Beard, said, “Whenever someone walks into a Veronica Beard store, we’re welcoming them into our world. The Trailblazer Atelier at our Madison Avenue flagship is an incredible expression of that – bringing our fall campaign, Trailblazers, to life in a physical space. It’s a bespoke concept experience where customers can create a one-of-a-kind blazer—their own wearable talisman. We’re excited to extend the Atelier to other Veronica Beard stores—including a very special experience at our new location in Paris.”
Last Friday night, Veronica Beard hosted a cocktail party on the High Line dedicated to “trailblazers,” where guests included Serena Williams, Pamela Anderson, Lisa Leslie, Zoey Deutch, Apple Martin and Jenna Bush Hager, as reported.
