If you’re one of the few who have yet to join TikTok, you likely missed the furor around a certain sample sale—and no we’re not talking about The Row, but Staud. Videos of young New Yorkers clamoring to buy the brand’s iconic beaded Tommy handbag (limited to two per customer), along with others where members of the Gen Z cohort shared their excitement that the sale was actually affordable quickly went viral.
The good news for the loyal customers who love Staud’s playful side and have stood by the brand as Sarah Staudinger has taken a more minimal approach during the last few years is that the old Staud is back for pre-fall. Bold colors, witty prints, and even handbags shaped like a fish are ready to inject some fun back into wardrobes. “This season, the Staud woman is just expressing her individuality through everything she brought in her suitcase to her holiday, as well as all of the purchases she made along the way,” Staudinger explained. “The underlying basis of the colors and prints was my obsession with the markets I visited during the summer. And I want my customers to be encouraged to come back home and also continue to incorporate [those] discoveries into their wardrobes.”
So while the collection still included more minimal Staud key pieces like button-ups and summer dresses, the bright colors represent fresh territory. Beaded details extended beyond bags, and into macramé skirts that can go from the beach to the next item on your vacation itinerary. The designer also kept herself in mind this season; as a lover of denim shorts, Staudinger wanted a chicer version that she could wear out and about. A chambray printed linen short set paired with an easy breezy high collar jacket fit the brief and will look just as cool from Los Angeles to the south of France.
