Downtown It-Girl to Global Favorite: The Rise of Staud
Origins and Founding
Staud was founded in 2015 in Los Angeles by Sarah Staudinger and George Augusto. At a time when minimalist basics were dominating the fashion landscape, Staud launched as a colorful, vintage-inspired alternative for women who wanted to dress with a sense of joy and statement. Drawing on Staudinger’s background as fashion director at Reformation, the brand quickly gained cult status thanks to its accessible pricing, distinctive silhouettes, and Instagram-ready styling.
Ownership and Leadership
Staud remains independently owned with Sarah Staudinger serving as co-founder and creative director. Her strong design point of view, combined with a sharp understanding of brand marketing, has kept Staud consistently at the forefront of the “cool girl” fashion conversation.
Aesthetic and Design Language
Staud is playful yet polished, with a nostalgic lean toward ‘60s and ‘70s silhouettes. The brand plays with volume, colorblocking, unique hardware, and unexpected details—whether it’s a puff-sleeve poplin dress or a structured bag shaped like a seashell. Known for mixing bold primary colors with neutrals and reinventing vintage shapes with a modern twist, Staud’s aesthetic feels both elevated and easygoing. Season after season, the brand proves its ability to interpret trends through a feminine and fun lens.
Notable Pieces
- Wells Dress – A puff-sleeve midi dress in cotton poplin, often released in new seasonal shades and prints.
- Tommy Beaded Bag – A structured baguette-style handbag covered in beads or handwoven raffia, often with colorblocked or scenic motifs.
- Shoko Sweater Dress – A two-tone fitted knit with a button-up collar, offering a preppy-meets-mod silhouette.
- Sea Shell Bag – Sculptural leather bags shaped like shells, tulips, or other whimsical objects.
- Swim & Resort Capsule – Retro high-waisted bikinis and belted one-pieces in bold solids or custom prints.
Famous Fans
- Kendall Jenner
- Gigi Hadid
- Selena Gomez
- Hailey Bieber
- Leandra Medine
The Future
Staud continues to expand across categories including footwear, bridal, and denim. With an increasing presence in global retailers and capsule collaborations with brands like New Balance and Keds, Staud is building a lifestyle universe without losing its downtown L.A. edge. Future collections promise more sculptural silhouettes, color-saturated capsules, and celebrity-styled looks that feel instantly covetable.
