.At the launch of Astrid Andersen’s new line Stel, a presentation stored outdoors on a pier, The Street’s 2002 track “Switch the Webpage” was blowing up out of the stereo. It was a star-aligned, emblematic moment, because the London-trained developer is starting a brand new chapter in her fashion trend lifestyle, this time focusing the work around herself.Andersen’s a lot admired namesake menswear brand name was actually concentrated, multicolored, and streetwise. With Stel, she detailed in a pre-show job interview, “I need to sit easily at the facility of it perhaps much more this moment because today it is actually a females’s wear company, and also it is actually extra regarding me as well as my personal references.” Stel likewise reflects Andersen’s development as a person.
After stopping her line, the developer returned home to Jutland in the North of Denmark as well as possessed two children. She’s certainly not the individual she was back then.Shifting gears in vogue is actually hard to accomplish. Brands seem to be to handle lives of their very own, and also it is actually simple to be pigeon-holed.
Stel brake with some of fashion’s rules. The label will certainly show in-season, so what appears will certainly be offered for investment. Concurrently, seasonality is lesser in the Stel formula than relevance.
Assortments will definitely be actually recognized by variety (01, 02, as well as 03 were shown in Copenhagen), the concept being that you may intermingle pieces across “seasons” both in your wardrobe and also on the selling flooring. Andersen views no requirement for a well thought-out garment to become deserted even if the calendar pages turn. “The straight translation of stel is body system,” she said, yet it [recommends even more to] a foundational structure in a kind of industrial method it [additionally illustrates] a collection of valuables– when you refer to a tea service, you will call it a stel.
For me, that was rather an interesting beginning factor in relations to the idea of generating both valuables, yet additionally something that is actually a new base.” Having models posture on scaffolding was actually fortuitous as it proposes a number of analogies. There’s building and construction, which relates to building a brand new brand name, and also the concept of help relates to her belief that garments should help you. Stel is, basically, a type of modular offering, but none with the angularity of one thing like Legos or stacked Mu00e6rsk freight compartments.
Movement, organization, as well as permission become part of Andersen’s strategy. “When I speak about the brand, I have this tagline: adapting that you can easily roller skate in, denim you may dance in, shirting you can journey in.” Flexibility, pleasure, movement.