Former Reformation fashion director designs capsule for Net-a-Porter

By

Emily Jensen

Published
May 24, 2017

Sarah Staudinger launched her brand Staud in 2015 after a stint as fashion director of Reformation. Now, she’ll be selling a capsule collection for luxury online retailer Net-a-Porter.

The 16-piece collection will be available online starting May 29 and include a mix of summer and fall appropriate items like jumpsuits and midi skirts. Prices for Staud’s capsule collection will start at $85 for a simple tank top, with bags going for $375.
 
Staudinger founded Staud in 2015 in Los Angeles with her boyfriend and business partner George Augusto. The brand keeps all of its production local, with its pieces both designed and crafted in downtown LA. Staud launched with a collection of customizable pieces that were made to order for each customer.

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Like Staudinger’s former employer Reformation, Staud attempts to reduce waste whenever possible. The Los Angeles-based brand utilizes deadstock materials and sells its pieces directly to the consumer. The Net-a-Porter collection represents the first time it will venture from its direct-to-consumer business model.
 
Staud’s relatively low prices are also a change for the luxury online retailer, which is known for its higher-end designer prices.  Net-a-Porter also recently collaborated on a capsule collection with Chloé, which launched earlier this month.