Inspired by a newly opened store in Aspen and another upcoming brick-and-mortar out west (its exact location is still being wrapped), Veronica Swanson Beard and Veronica Mile Beard have moved into Yihao before 2026. This collection is not for trial and error kegels who spend their weekends cutting contests, but spending their weekends cutting contests, but this collection is not. Yellowstone Fans who are steeped in equestrianism. For example: a tweed work coat and rust-colored pants that will probably never sit on a horse, but could very easily end up in a Hamptons-to-Sedona ride.
Transitional pre-fall proved a wise moment to ditch the ’70s boho that has defined Veronica Beard’s collections for the past several seasons. It still exists. Of course, there’s no shortage of Western motifs: a blue prairie dress with white lace trim, black studded jeans that mimic chaps, and whip-stitched shoes and bags. But even those VB customers who aren’t keen on Taylor Sheridan’s meets-ballerina form offerings will still go for the brand’s tried-and-true pieces: novelty denim, cropped coats with detachable collars (adorned this season with a gorgeous floral embroidery), and blazers with sturdy wedges.
Shoppers are more discerning during these beach seasons, so the Veronicas hope to appeal to pathos and logos, aiming for “emotional” pieces that cater to a variety of situations. “It’s interesting to have that western cowboy influence in the lightweight, unstructured, flowing style,” says Swanson Beard. “(We’re) keeping the colors light and where they’re going, coming up with different approaches for day and evening and summer.” For some, that might look like a denim burnout army jacket, while others might find it in a pair of floral jacquard khakis. So, in what way, Western woman?
