Sarah Staudinger named this summer the ‘Summer of Staud’, launching swimwear for the first time and praising the essentials she designs to go with it. This season she continued with the concept. Think swimwear bottoms paired with button-ups, gauzy cotton dresses perfect for beach parties and big oversized hats to protect the skin from UV rays.
“It’s my favorite season of the year and my favorite season to work on,” Staudinger said. “Our summer women embody a mix of femininity and effortlessness.” The designer also took into account the way her customer would feel dressing them: Buttons come with permanently rolled-up sleeves and have built-in straps so they don’t have to keep adjusting them. It’s a way to ensure that the fantasy of the lookbook matches the clothes in real life. She also paid close attention to the colors: instead of white, Staudinger opted for a soft ecru shade, and her favorite shade of red is ‘tomato’, in keeping with the internet’s favorite summer color trend.
While the brand has recently leaned toward a more minimalist approach, this season Staudinger decided to bring back the things that initially made her brand popular, like her signature colorful prints and sense of fun. The classic Breton stripe takes center stage, adorned with sequins, chevron designs and blocks of colour.
