Staud expands beyond fashion into home goods
The brand known for its effortlessly cool aesthetic—the kind that instantly conjures an image of a discerning, acid-rock-loving woman sipping corpinnat—is making a significant move. Staud, the Los Angeles-based label, is officially entering the homewares market, signaling a strategic expansion beyond its core fashion offerings.
A natural progression for the 'staud girl'
For over a decade, Sarah Staudinger and George Augusto have cultivated a distinct brand identity. It’s more than just clothing; it’s a Lifestyle, a carefully curated image that resonates deeply with a specific consumer. The “Staud girl,” as she’s become known, prioritizes mood over trends, effortlessly mixing classic pieces with statement finds, and favoring surf tees and denim bermudas just as readily as beaded minis and kitten heels. This recognizable archetype, built with savvy collaborations and an eye for detail, has paved the way for Staud Home.
“It’s something I have wanted to launch for years,” Staudinger revealed to Vogue, underscoring that the decision wasn’t simply about expanding product lines, but about serving a customer who already embraces Staud’s aesthetic in every facet of her life. The collection reflects this understanding, focusing on everyday objects that seamlessly blend functionality and decor—a coaster with a unique patina, a key tray reimagined as an ashtray.
Fluidity and personality: the staud home philosophy
The design ethos behind Staud Home mirrors Staudinger’s personal style, emphasizing fluidity and a rejection of rigid perfection. “Nothing in your home or in fashion should feel too perfect,” she states, a sentiment that extends to the collection’s deliberate imperfections and slightly irregular shapes. The influence of her own evolving style is palpable: a repurposed top paired with unexpected bottoms, a gown worn with flip-flops—a philosophy applied to home decor, rearranging vases and coffee tables with a playful disregard for convention.
The creative process draws from a diverse range of inspirations, from flea market finds—like a $50 sheep sculpture that unexpectedly transformed a living room corner, reminiscent of François-Xavier Lalanne’s work—to cherished family heirlooms. This eclectic mix, infused with a dose of “things that spark joy,” results in pieces that are both familiar and delightfully unexpected.
A collection defined by texture and color
Staud Home's debut collection boasts a range of ceramics, leather goods, and textiles, characterized by crinkled wall art, leather vases with a signature weave, and practical items like bookends, placemats, and coasters. The color palettes for the leather pieces are drawn directly from Staud’s iconic handbags, offering chic neutrals punctuated by strategic pops of color, carefully selected to harmonize across different interiors. Even the brand’s signature bags have influenced the collection, with catch-all trays and leather buckets directly inspired by their form and function.
Beyond the tangible goods, Staud Home introduces “Serre,” a signature scent developed in Staudinger's greenhouse and now captured in a collection of candles, described as “elevated, mysterious, but still warm and inviting.” And then there's