.At the launch of Astrid Andersen’s brand-new line Stel, a presentation kept outdoors on a pier, The Road’s 2002 song “Turn the Web page” was blowing up out of the stereo. It was a star-aligned, symbolic moment, since the London-trained professional is actually beginning a new phase in her fashion lifestyle, this time centering the job around herself.Andersen’s much appreciated namesake menswear brand was concentrated, multicolored, as well as streetwise. Along with Stel, she clarified in a pre-show job interview, “I must rest easily at the facility of it possibly even more this time because now it’s a women’s damage brand, and it is in fact even more regarding me and also my private referrals.” Stel likewise demonstrates Andersen’s progression as an individual.
After stopping her pipe, the professional moved back home to Jutland in the North of Denmark and possessed 2 kids. She’s certainly not the individual she was actually back then.Shifting gears in vogue is actually hard to do. Brands seem to be to handle lives of their very own, and also it’s quick and easy to become pigeon-holed.
Stel breaks with some of style’s formalities. The tag will reveal in-season, so what appears will certainly be offered for investment. Concurrently, seasonality is actually less important in the Stel equation than significance.
Selections are going to be recognized through variety (01, 02, and 03 were actually shown in Copenhagen), the idea being that you can easily come together pieces around “times” both in your wardrobe as well as on the selling floor. Andersen observes no requirement for a thoughtful garment to become left just because the calendar pages turn. “The direct interpretation of stel is actually body system,” she pointed out, yet it [recommends even more to] a fundamental framework in a kind of commercial method it [also explains] a set of collectibles– when you talk about a tea service, you would certainly name it a stel.
For me, that was very an appealing starting factor in terms of the idea of generating both antiques, yet additionally one thing that is actually a brand new base.” Possessing versions posture on scaffold was fortuitous as it advises many allegories. There is actually construction, which relates to creating a brand-new brand name, and the thought of assistance connects to her idea that garments should work for you. Stel is actually, basically, a type of modular offering, but not one with the angularity of something like Legos or piled Mu00e6rsk delivery compartments.
Motion, organization, and also permission are part of Andersen’s strategy. “When I speak about the company, I have this tagline: customizing that you may roller skate in, denim you may dance in, shirting you may take a trip in.” Liberty, joy, movement.