Yet another princess has just worn this A-list and royal-approved affordable luxury brand

Princess Beatrice, Princess Eugenie and the Duchess of Sussex are all fans of American label Veronica Beard, here's why

Fashion and Lifestyle Writer

April 3, 2023Apr 3, 2023, 1:29 PM GMT+1

Veronica Beard has become a household name for every It-girl in the fashion sphere, stretching from the Hollywood to the coolest influencers on the planet. Anne Hathaway, Sofia Vergara, Selena Gomez and former Hello! Fashion cover girl, Leonie Hanne, to name a few.

But the label also has the royal seal of approval, the Duchess of Sussex is another notable 'VB' aficionado, often donning the American label. Its comfort-chic agenda encapsulates her signature style perfectly: think perfectly tailored jackets, quality skinny jeans and versatile dresses that can be styled up or down for any occasion. Alongside Meghan, Princess Beatrice and most Princess Eugenie also champion the brand’s versatility, re-wearing and styling up pieces from its collection as part of their uber-chic maternity wardrobes.

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Princess Eugenie and Jack Brooksbank attended a friend's wedding in florals

This weekend Princess Eugenie stunned in Veronica Beard for a friend’s wedding in Mayfair. Her innate pregnancy glow was only enhanced by an ethereal floral print maxi that retailed for around £130. She paired the gown with a Max Mara camel coat and chunky soft pink headpiece from Emily-London. The feminine-chic look is the perfect wedding guest dressing inspo for the transitional weather season.

Who is Veronica Beard?

Actually, there are two Veronica Beard’s. American design-duo Veronica Swanson Beard and Veronica Miele Beard co-founded the company in 2010. They are married to brothers, Jamie and Anson Beard.

Veronica Swanson Beard, Poppy Delevingne and Veronica Miele Beard at the London flagship store opening celebration

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What is the Veronica Beard style ethos?

Veronica Beard sits comfortably in the quiet luxury category. No statement branding, just quality clothing with a relaxed feel -- think It-girl brand The Row. Considering Mary-Kate and Ashley's sister Elizabeth Olsen has also donned VB before, their cool-girl status is undoubtedly cemented.

The Dickey jacket is their signature piece – an exquisitely tailored blazer with a slight ‘stretch’ finished with chunky gold or silver buttons. It gives Balmain vibes, but a third of the price.

The Duchess of Sussex owns numerous of the label's tailored jackets, but most notably re-wore a breezy blue shirt dress on two royal tours across Africa. She wore once with blue court pumps, and toned down for an elevated casual look with black wedged heels on another occasion.

The Duchess of Sussex re-wore her Veronica Beard shirt dress on a royal tour of South Africa in 2019

Princess Beatrice also opted for Veronica Beard whilst pregnant, and wore the Carroll striped blazer with an asymmetrical front and those signature silver buttons in 2021. She wore over a navy button shirt dress for the ultimate comfort-chic look.

Is there a Veronica Beard store in the UK?

The brand opened its flagship store in London in June 2022. The four-storey, 18th-century townhouse sits on Mayfair’s iconic Bruton Street amongst some incredibly chic neighbours: Elie Saab, Alice and Olivia and Zimmerman, to name a few.

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