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Sarah Staudinger has declared this summer the “Summer of Staud,” as she debuts swimwear for the first time and showcases the essentials she designs to go with it. This season, she has continued with the same concept, offering swimwear bottoms paired with button-ups, gauzy cotton dresses perfect for beach parties, and big oversized hats to protect from UV rays.
“It’s my favorite season of the year and favorite season to work on,” Staudinger said. “Our summer women embody a blend of femininity and effortlessness.”
Staudinger also kept her customer in mind when designing the clothes: button-ups come with permanently rolled-up sleeves, and belts are built-in so there’s no need to keep adjusting them. It’s a way to ensure the fantasy of the lookbook matches the clothes in real life. She also paid close attention to colors, choosing a soft ecru shade instead of white and her preferred shade of red is “tomato,” in keeping with the internet’s favorite summer color trend.
While the brand has recently adopted a more minimalist approach, this season Staudinger has decided to bring back the things that first 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 color-blocking.