Drawing its moniker from co-founder Sarah Staudinger’s childhood nickname, L.A.-based brand Staud proudly looks to the past to craft womenswear that is effortlessly current. A graduate from the Parsons School of Design, Staudinger—who founded Staud with partner George Augusto in 2015—believes that in order for fashion to be empowering it must also be accessible. Boasting a California-chic sensibility, as much inspired by French chateaus as beach-side mushroom trips, Staud deftly combines the high-end with the home-grown, the aspirational with the attainable. Through refined designs that prioritize the emotional over the cerebral, Staud strikes a careful balance between flair and function. Updated plays on structured bucket bags feature minimal silhouettes and classic colorways that, along with rustic hand-tied and netted accents, evoke a tender nostalgia. While cheeky pop-art patterns and color-blocking indebted to the days of disco grant tailored sundresses and jumpsuits a breezy nonchalance. Throughout its womenswear, Staud asserts a deliberate femininity that is both seductive and self-assured, inspired by the past but practical for the modern woman.
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