Listen Up, Alexa Chung: You Can Finally Shop Staud in the UK

Staud is one of those under-the-radar brands that slowly seeps into fashion girls’ consciousness one Instagram at a time. I first became aware of the line when I scrolled past a picture of Alexa Chung sporting the brand’s now-staple Bissett bag, double-tapped and immediately added it to my cart. The brand also caught the eye of Net-a-Porter’s senior buyer, Lisa Aiken, through social media. “Ever since, I’ve been waiting for the perfect moment to do something special,” says Aiken. Just what is that something special? An exclusive capsule collection that launched with Net-a-Porter on May 29, marking the first time the line will be shoppable via a multi-brand retailer and available to order in the UK. 

When I broke the news in the L.A. office, all the editors collectively grinned. Indeed, the announcement marks an exciting time for Staud and for fans of the brand alike (myself included). The line is a little over a year old and already has cult status among in-the-know women. Breaking onto the larger shopping scene seems like an intuitive next step. Staud’s George Augusto confirms: “It was always our dream to launch on Net-a-Porter.” Business partner, Sarah Staudinger adds, “It’s the perfect segue into the wholesale market.”

To help announce the capsule, I test-drove some of my favourite items and chatted with Staudinger about her take on each piece. Scroll down to see the shoot.

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(Image credit: Heather Gildroy)

“The pink theme has a lot to do with where we’re at politically and what’s happening with feminism right now. It’s important to show different types of feminism, celebrate being a girl and being girly. It’s part of why we incorporated the pink and the sleeves and the red.” — Sarah Staudinger, Stand co-founder.

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(Image credit: Heather Gildroy)

“I love this set. We made it for an earlier collection, and it did really well, so we wanted to bring it back and use the colour palette that we’re using for this capsule. We added the navy tie and the white buttons. It has a chic, sexy vibe with the boatneck.” — Sarah Staudinger, Staud co-founder.

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(Image credit: Heather Gildroy)

“This is such a good basic tank. It’s a basic without being too basic. I’d wear it with a little sweater over it.” — Sarah Staudinger, Staud co-founder.

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(Image credit: Heather Gildroy)

“This set is the perfect thing to wear on a plane. That’s as comfortable as you’re going to get. A lot of the pieces like this one transition into a fall season, and you can layer them.” — Sarah Staudinger, Staud co-founder.

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(Image credit: Heather Gildroy)

“It was Net-a-Porter’s idea to do the jumpsuit in a two tone. It’s kind of like our overall. You feel good wearing it, so it was important to me that it was in there.” — Sarah Staudinger, Staud co-founder

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(Image credit: Heather Gildroy)

“I think the Kikou turtleneck with the pink with the red sleeves is really special. It’s super comfortable, and the best part is it doesn’t wrinkle.” — Sarah Staudinger, Staud co-founder

Next up, see the three earring styles every grown up should own.

Editor in Chief

Kat Collings has over 15 years of experience in the editorial fashion space, largely in digital publishing. She currently leads the vision for editorial content at WhoWhatWear.com as the site's editor in chief, having risen through the editorial ranks after joining the company in 2012. Collings is a Digiday Future Leader Awards nominee, was named Buzzfeed's best fashion Instagram accounts of the year, and is a member of the CFDA Awards Fashion Guild. Prior to Who What Wear, Collings worked on styling projects for brands such as Vogue, Teen Vogue, Lucky, and Oliver Peoples. She graduated from UCLA with a BA in communications and calls Los Angeles home.