Staud is an American fashion brand founded in 2015 in Los Angeles by Sarah Staudinger and George Augusto. With simple yet sophisticated fashion, the brand appeals to those seeking style without the unnecessary. Before launching Staud, Sarah Staudinger was the fashion director at Reformation. She brings a strong vision to the brand, fueled by her family heritage: a designer mother and an iconic godmother, the singer Cher. Staud quickly established itself as an international fashion reference thanks to its collections that blend vintage elegance and assertive style. At the heart of Sarah Staudinger's creative process lies a quest for authenticity. She humorously states: “Know what you need (or want) and don't stray. It has never worked for me but I imagine if practiced, it would be a really helpful tip”. This embodies the Staud spirit: a brand that moves forward with lightness, without worrying too much about conventions. The emphasis on design and modernity is a strong signature of Staud; each piece is distinguished by graphic cuts, quality materials, and meticulous attention to detail. The brand embodies an assured contemporary aesthetic, capable of transcending seasons without ever going out of style. Staud thus offers practical and desirable fashion, both sophisticated and accessible, that integrates perfectly into the daily lives of today's women.
