Staud is one of those under-the-radar brands that slowly seeps into fashion girls’ consciousness one Instagram at a time. I first became aware of the line when I scrolled past a picture of Alexa Chung sporting the brand’s now-staple Bissett bag, double-tapped and immediately added it to my cart. The brand also caught the eye of Net-a-Porter’s senior buyer, Lisa Aiken, through social media. “Ever since, I’ve been waiting for the perfect moment to do something special,” says Aiken. Just what is that something special? An exclusive capsule collection that launched with Net-a-Porter on May 29, marking the first time the line will be shoppable via a multi-brand retailer and available to order in the UK.
When I broke the news in the L.A. office, all the editors collectively grinned. Indeed, the announcement marks an exciting time for Staud and for fans of the brand alike (myself included). The line is a little over a year old and already has cult status among in-the-know women. Breaking onto the larger shopping scene seems like an intuitive next step. Staud’s George Augusto confirms: “It was always our dream to launch on Net-a-Porter.” Business partner, Sarah Staudinger adds, “It’s the perfect segue into the wholesale market.”
To help announce the capsule, I test-drove some of my favourite items and chatted with Staudinger about her take on each piece. Scroll down to see the shoot.
“The pink theme has a lot to do with where we’re at politically and what’s happening with feminism right now. It’s important to show different types of feminism, celebrate being a girl and being girly. It’s part of why we incorporated the pink and the sleeves and the red.” — Sarah Staudinger, Stand co-founder.
“I love this set. We made it for an earlier collection, and it did really well, so we wanted to bring it back and use the colour palette that we’re using for this capsule. We added the navy tie and the white buttons. It has a chic, sexy vibe with the boatneck.” — Sarah Staudinger, Staud co-founder.
“This set is the perfect thing to wear on a plane. That’s as comfortable as you’re going to get. A lot of the pieces like this one transition into a fall season, and you can layer them.” — Sarah Staudinger, Staud co-founder.
“It was Net-a-Porter’s idea to do the jumpsuit in a two tone. It’s kind of like our overall. You feel good wearing it, so it was important to me that it was in there.” — Sarah Staudinger, Staud co-founder