.At the launch of Astrid Andersen’s new line Stel, a presentation kept outside on a pier, The Street’s 2002 song “Switch the Page” was blowing up out of the stereo. It was actually a star-aligned, symbolic second, due to the fact that the London-trained professional is starting a brand-new phase in her fashion trend lifestyle, this moment centering the work around herself.Andersen’s much admired namesake menswear label was concentrated, multicolored, as well as streetwise. With Stel, she revealed in a pre-show job interview, “I must rest comfortably at the center of it possibly a lot more this time around considering that right now it’s a females’s wear label, and it is in fact extra regarding me as well as my personal recommendations.” Stel additionally demonstrates Andersen’s advancement as an individual.
After stopping her pipe, the professional moved back home to Jutland in the North of Denmark as well as possessed two kids. She’s not the individual she was back then.Shifting equipments in vogue is actually challenging to carry out. Brands seem to handle lives of their own, and also it’s easy to be pigeon-holed.
Stel brake with a number of style’s customs. The label will definitely present in-season, so what is presented are going to be actually readily available for investment. Simultaneously, seasonality is actually less important in the Stel equation than relevance.
Assortments will be determined through variety (01, 02, as well as 03 were shown in Copenhagen), the idea being that you can come together pieces across “seasons” both in your closet and also on the selling floor. Andersen sees no demand for a well thought-out garment to become left even if the schedule pages flip. “The direct interpretation of stel is actually physical body,” she mentioned, yet it [recommends additional to] a foundational construct in a sort of commercial way it [additionally illustrates] a set of antiques– when you talk about a tea service, you would call it a stel.
For me, that was pretty an appealing beginning aspect in regards to the suggestion of creating both collectibles, however likewise something that is actually a brand new structure.” Possessing models present on scaffold was actually fortuitous as it suggests many metaphors. There is actually building and construction, which connects to building a new brand, as well as the thought of help associates with her view that garments need to work for you. Stel is actually, fundamentally, a sort of modular offering, yet none with the angularity of something like Legos or piled Mu00e6rsk shipping containers.
Movement, company, as well as permission become part of Andersen’s plan. “When I refer to the brand name, I possess this tagline: adapting that you may glide in, denim you may dance in, shirting you may journey in.” Flexibility, joy, motion.