LABEL TO LOVE: STAUD
Meet Sarah Staudinger, the woman behind the retro brand
If you long to emulate the style of Bianca Jagger or Charlotte Rampling, look no further than LA-based brand Staud. Both women have influenced its collections at one point, satiating the desire for standout accessories and readyto-wear at a more affordable price point. ‘We looked at Sixties sitcom Gilligan’s Island for one collection, then the height of the Studio 54 era for another. We want to keep it fresh every time,’ says co-founder Sarah Staudinger. But the designs aren’t throwbacks – that’s the appeal. ‘We focus on contemporary pieces.’
Marrying the kitsch with the heady glamour of Seventies disco, Staud was established in 2O15 as a joint venture between Staudinger, former fashion director of cult brand Reformation, and her partner in life and business, George Augusto. ‘I saw a gap in the market for clothes that weren’t trend-driven; that were elegant at an accessible price.’
Staudinger aims to ‘rethink the way people shop today’. She’s aware that people want affordable, cool classics without compromising on quality. You won’t have to choose between a great frock and a mortgage: dresses start at £15O, bags at £16O, and are stocked at premium retailers such as Net-a-Porter and Matchesfashion.com. ‘When I think of who we’re speaking to, it’s someone who wants to look like an individual; who doesn’t want to see someone wearing the same dress on the street, but isn’t keen to spend a fortune to achieve that.’
Thanks to Staudinger’s academic background in media and fashion (she’s a graduate of The New School in New York City, also the alma mater of Tom Ford, Alexander Wang and Marc Jacobs), and Augusto’s marketing prowess, Staud has flourished over the past three years. Customers have flocked to invest in its universally flattering styles: belted jumpsuits and smock dresses, balloon-sleeve blousons and bucket bags. ‘The Shirley and Moreau bags have been our biggest success,’ she adds. The latter is a cult hit, propelled to ‘It’-bag status, seen on the arms of Insta-influencers and celebrities including Alexa Chung, Leandra Medine and Dakota Fanning.
Staud’s appeal lies in its distinctive colours: jewel tones and Hockney-esque pinks befitting the Californian landscape the brand calls home. There’s something about Staud that sings ‘California’. ‘The greatest part of being based in LA is the space and light; it’s central to the design process,’ says Staudinger. Local production is important: the creative directors recognise that the Staud woman is drawn to a slower (dare we say sustainable) style. ‘Everything is made here. It’s one of the most rewarding parts of the business.’
You’ll be glad to hear that, alongside its nostalgic ready-to-wear, Staud is launching shoes next spring. ‘I can’t tell you much yet,’ laughs Staudinger. ‘But I can say the shoes we’ve designed are perfect for day-to-night.’ And one thing is certain: ‘There are absolutely no stiletto heels! For us, comfort is key.’ So while we can’t literally walk in the shoes of Staud’s Seventies muses, we can get pretty close.