There is a new player in town, and they’re not here to compete. They’re here to change the game. Reformation’s former fashion director Sarah Staudinger has evolved past the infamous brand to create her own line, Staud. A simple line of body-flattering pieces with a vintage perspective, the collection speaks to the style of LA women by way of perfectly placed exposed skin and a lightness that reflects our weather patterns. Staud manages to gracefully minimize design via pattern and shape, whilst not giving in to the tyranny of minimalism.
Started alongside business partner (and boyfriend) George Augusto, the Downtown LA-based brand is quickly becoming a favorite among those who liked Staudinger’s eye at Ref. A natural growth process, we see a maturity in the tailored lines, slightly more conscious necklines and retro pop elements that give it a
flair that can easily be lost when producing a new line inspired by the past.
Beyond the aesthetic change also comes a huge bonus for the online shopping game. The brand offers the option to customize pieces, such as turning a mini-hemline into a maxi, or adding sleeves if you so prefer. The recognition that the modern woman with a finer taste is looking for much more beyond clicking “Add To Cart” is why we’ll keep our eye on the growing line (and our credit cards on stand-by.)
Visit Staud’s website here and peep more of our picks below.