In a year full of commercial uncertainty, Sarah Staudinger has come out on top. Last week Business of Fashion announced that Staud, her namesake label, was on track to hit $250 million in sales in 2025. One of the key selling points of her covetable ready-to-wear and accessories is their accessible prices.
After a decade in business, Staudinger has perfected her approach to catering to her customers, shifting with their needs and wants while still remaining true to her vision. She knows they come to Staud for the basics as well as more playful pieces, like her popular fish bag. “The fish is not going anywhere anytime soon,” she proclaimed. “This season we leaned in even more, and we have a fully beaded version.”
Aquatics remained an important theme for pre-fall. The designer is soft launching a Summer of Staud 2026, with new studded bathing suits that she says you can wear to go out after the beach. The brand’s well-known Tommy bag inspired a tube top with fun sayings like “Staudelloni.” As a person who travels a lot, Staudinger knows all about packing for a Euro summer. This year’s evening gowns come in mesh or organza, and a cowl-neck, open-back dress with a scenic print of Positano’s beaches is a highlight. It’ll take up almost no room in your suitcase, but it doesn’t lack the wow factor that Staud girls so crave.
