Veronica Beard Debuts a New Denim Collection With Lily Aldridg

Photo: Courtesy of Veronica Beard

American sportswear brand Veronica Beard, designed by two sisters-in-law, both named Veronica (Veronica Miele Beard and Veronica Swanson Beard, cute, no?), has already made its name with signature jackets that blend a blazer with built-in sweaters and hoodies. For resort 2015, however, the duo is starting to branch out. For the past few seasons, the Veronicas have been working on full collections for each main season, expanding on their renowned jackets to do everything from dresses to skirts to knitwear. Now, they are diversifying their empire to include one of the most ubiquitous components of a woman’s wardrobe: denim.

On November third, Veronica Beard debuts its highly anticipated denim collection, featuring three essential styles: the legging, the trouser, and the flare. To introduce their new initiative, the Veronicas have teamed up with famed photographer Claiborne Swanson Frank and six It girls who will be modeling the styles in #thedenimdiaries digital campaign. Victoria’s Secret model Lily Aldridge is the inaugural face. Veronica and Veronica told ELLE.com of their decision to work with Lily: “We fell in love with Lily’s supermodel meets girl next door beauty a few years ago. Since then, she has become a friend and a muse. She embodies that chameleon-like quality we share—the ability to go between wife, mother, and career without skipping a beat. In her denim portrait, Lily looks like the ultimate American Dream Girl that she is.”

Photo: Courtesy of Veronica Beard

Other campaign faces to debut later in the week include Athena Calderone, Kelly Rohr, Erin and Sara Foster, and Margaret Zhang.