The glow-up is part of the 15-year-old fashion brand’s stylish evolution and continued expansion
Words by DAVID NASH
It was a well-tailored reopening for Veronica Beard’s Fillmore Street outpost in San Francisco on Tuesday, November 4, with the unveiling of the updated boutique that opened its doors in 2019.
With 45 (and counting) brick-and-mortar locations from here to London, the post-pandemic refresh — part of the retailer’s ongoing expansion — is as sleek as the collections it offers. Conceived by Ralph Lauren expat-turned-VB’s head of global store design and visual merchandising, Carolina de Neufville, the redesign features creamy grasscloth-clad curved walls, neutral stone platforms at the front, and, as the central focus, a curved double-sided sofa upholstered in luscious chocolate brown Guy Goodfellow fabric. Toward the back, a stylish bamboo-and-glass McGuire table is framed by a floral Claremont curtained wall. The artwork — from artisanal woven wall-hangings and mixed-media works on canvas to black-and-white photography and ceramic vessels — helps set a comfortable stage for testing credit limits this holiday season.
Carrying the full selection of VB classics, seasonal collections, denim, handbags, footwear, and accessories, the clothier for cool girls has been a central figure in the revitalization of the city’s Fillmore District, where cofounder Veronica Swanson Beard, as a young style-maker, “first fell in love with fashion.”
In town to celebrate the occasion, Beard was joined by SVP of strategic partnerships, Allison Aston, in welcoming family and friends to experience the shop’s new look — and for an intimate dinner a few blocks down at Florio, where proprietor Doug Biederbeck presented a feast for 50 that included the fan favorites like the baked rigatoni alla Bolognese, whole roasted filet de boeuf au poivre, and castagnola di ricotta (fall spiced ricotta fritters in chocolate sauce) for dessert.
On the scene: Alexis Swanson Traina, Elizabeth and Clarke Swanson, Dede Wilsey, Delphina Traina, Allison Speer, Max Boyer Glynn, Vanessa Getty, Sobia Shaikh, Alison Gelb Pincus, Erin Lowenberg, Kathryn Lasater, Holly Peterson, and Caroline Everitt.
November 18, 2025
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