Since its inception in 2015, LA-based womenswear brand STAUD has reached cult following thanks to its luxury status at an accessible price-point. Co-founder Sarah Staudinger found a niche in the market between fast-fashion and luxury, as she noticed the everyday modern woman pining for timeless, trend-evading clothing and accessories without having to commit to a luxury splurge.
And thus, alongside partner George Augusto, the brand was born. Sarah had honed her style expertise as Fashion Director at Reformation, but her interest in fashion originated with her mother who started her own shoe-line, only to be faux-modelled by her and her childhood friends in Pacific Palisades. Sarah now owes her design inspiration to the editorials of Betty Catroux, vintage pieces and downtown LA street art, while her own pieces embody effortless Cali-girl chic, offset by a reverence to retro class.
The brand seeks to meld empowerment with accessibility. See their philosophy achieved in their latest launch of the Moon Bag, a structured circular tote wherein geometric, unapologetically 70s design meets function and accessibility, in an array of colours anticipating autumn.
What's the mantra you tell yourself first thing in the morning?
Well I don't have just one. It varies from week to week depending on what I am going through. This week I was a bit stressed about something and a very wise person in the office just watched 'Seven Years in Tibet' and said "We have a saying in Tibet: If a problem can be solved there is no use worrying about it. If it can't be solved, worrying will do no good." So thank you Brad Pitt / The Dali Lama / Heinrich Harrer for the wise words this week.
How do you take your coffee?
That depends on the time of day. First coffee of the day is usually a bullet-proof style. I make my own with MCT coconut oil. I don't use ghee or butter but I'll sometimes add the collagen protein powder. The idea of the bullet-proof coffee is that it doesn't make you crash. If that doesn't do the trick, I’ll go for a second coffee, usually black. Mid-day I get a latte with almond milk and two shots of espresso. It's fair to say I stay consistently caffeinated.
If you weren't doing what you're doing now, what would you be doing instead?
I think I would have liked to have been a photographer. Just you, your camera and the world. (Of course, there’s a lot more to it than that but it’s always a job I envied).
If you could only keep one outfit in your wardrobe, which would it be?
That’s practically impossible for me to answer. As of today, it would be our Pointer Top and Milo pant. Its season-less, flattering, doesn't wrinkle, is so comfortable, and chic.
Who's one person you'd love to have dinner with?
My Dad. He's hilarious, wise and a creature like no other.
What's the main thing you would like to achieve this year?
More sleep.
Who would you want to record your audio autobiography, voice-wise?
Jeff Bridges
Why did you end up doing what you do?
Because since as long as I can remember fashion was really my only option. But I started STAUD because I truly felt like something was missing from the market. I couldn't find pieces that felt elevated and timeless at an accessible price-point. I really wanted to create a collection and brand that customers could feel an emotional connection to without having to spend a fortune.
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More 8Qs:
+ Natasha Zinko: "I originally studied to be a lawyer but my heart wasn't in it"
+ Katherine Hamnett: "I put a pin in a career book and it came up with Fashion Designer"
+ Saloni Lodha: "I always wanted to be an artist and live by the sea in Pondicherry"
