Rising Style Star: Veronica Sheaffer

Photo credit: Nicolette Nunez

Veronica Sheaffer is one of Chicago's most celebrated designers. Her work has appeared in magazines like Elle, InStyle, and People, as well as on some of Chicago's most stylish citizens. We had the opportunity to speak to Veronica about her line, what inspires her, and what it means to be part of Chicago's burgeoning fashion community.

What comes through in our conversation is a love for design that goes beyond the illusion of glitz and glamor and a true appreciation of craft. This passion translates into a line that manages to be simultaneously effervescent and effortless and creates a cohesive world that spans ready-to-wear, custom, and a modern take on bridal.  

We hope you enjoy learning about this hometown designer as much as we did! 

When did you know you wanted to be in the fashion industry?

I don't think it's so much the "industry" that pulled me in as much as the work itself. The thrill of making something beautiful, something technically challenging, and then that thing going on to bring total joy to another person… that's the appealing part to me. The flashy industry stuff is fun, I guess, but it's not enough to keep me running on four hours of sleep every night, you know? It was never about that for me. And I honestly kind of fell into it. I didn't study to work in fashion.

What was the first piece of clothing you made?

 I made a pair of high-waisted, wide-leg bellbottoms in a wild sunflower print for my first day of high school. As a very shy girl, that was such an odd choice – I received A LOT of attention, haha – but I was compelled. I had to have them/wear them. I think all fashion people can relate, right? It takes some guts in the beginning.

How would you describe your design sensibility?

I like very feminine, delicate things with a lot of special details, but I also always want to feel cool and easy. So I try to mix the two.

Photo credit: The O.X. Project

Where do you find inspiration?

Can any designer just say, "oh, this one thing inspires me"? It's everywhere, right? It's everything. It's your eyes and your heart, and your skin. All of it.

If you could work with one celeb, who would it be?

I'm interested in all kinds of people, famous or not.

What's one thing you wish people knew about the fashion industry/being a fashion designer?

My daughter told me the other day that after watching me work, she has no interest in being a fashion designer, so I guess you can take her word for it. It's WORK.

What does being a part of Chicago's fashion community mean to you?

More than anything, to know so many talented people, and to have the opportunity to work with many of them, is incredible. My partner, Molly Marcucci, and I always sort of reel after a project in disbelief at our incredible good fortune. And it's always so fun too. This is a community of really engaging, interesting, kind people.

Photo credit: The O.X. Project

You were on Project Runway-what was that experience like?  How did it change you as a designer?

Well, they eliminated me in the second episode, so maybe not my greatest experience, haha, but I'm grateful for it in the end. It didn't change my work as a designer, but I think it changed me as a person. I'll be honest, that's a big humiliation, and it can feel unfair, and you think of all the things you would have done differently, but I'm now more able to advocate for myself. And I have even greater confidence in my work because of it.

In addition to ready-to-wear, you also do bridal. Do you approach that collection differently than you do your main line?

I've been doing custom bridal for over a decade, and I really burned out and wanted to leave it completely, but so much of my editorial and RTW work seemed relevant to bridal, and we thought there was room for crossover. There's no difference in the approach at all. It's the same customer – the same party/fashion-lover who wants to make a statement. The collection has pieces that truly go from engagement party to bachelorette weekend to wedding day – it's a bridal lifestyle.

Photo credit: Azuree Wiitala

THANK YOU. I thought a lot about love when I was working on this collection. Love in all its forms. There are hearts everywhere, and candy pink, and the velvets and gazaar – luscious fabrics. And then just the most outrageous hoop skirt, and the giant tulle heart – all of the volume explodes out at you, the way you can be kind of dumbstruck by love in real life.

What's your favorite piece from the collection?

I think it's that tulle heart in all its forms. I've carried it into the bridal collection as well – I can't stop thinking about it.

LIKE WHAT YOU SEE? SHOP VERONICA’S COLLECTIONS

Photo credit: Azuree Wiitala