.At the launch of Astrid Andersen’s brand new line Stel, a presentation held outside on a pier, The Road’s 2002 song “Transform the Webpage” was blasting away from the stereo. It was actually a star-aligned, symbolic minute, due to the fact that the London-trained professional is starting a new chapter in her style lifestyle, this time around focusing the work around herself.Andersen’s a lot admired name menswear brand name was actually concentrated, vibrant, and also streetwise. Along with Stel, she detailed in a pre-show interview, “I need to sit pleasantly at the facility of it maybe much more this moment since now it’s a ladies’s wear company, and also it is in fact more about me as well as my personal recommendations.” Stel likewise mirrors Andersen’s evolution as a person.
After ceasing her line, the professional moved back home to Jutland in the North of Denmark and possessed pair of kids. She’s certainly not the person she was actually back then.Shifting gears in fashion is challenging to perform. Brands seem to be to take on lives of their personal, and it is actually simple to become pigeon-holed.
Stel breaks with some of fashion’s conventions. The label will certainly present in-season, so what exists will be on call for acquisition. Together, seasonality is lesser in the Stel equation than importance.
Compilations will definitely be actually pinpointed by amount (01, 02, and also 03 were displayed in Copenhagen), the idea being that you may intermingle items throughout “seasons” both in your wardrobe as well as on the marketing floor. Andersen finds no need for a well thought-out garment to be abandoned even if the calendar pages turn. “The straight interpretation of stel is actually physical body,” she pointed out, however it [refers even more to] a fundamental construct in a sort of commercial method it [likewise defines] a set of antiques– when you speak about a tea set, you would call it a stel.
For me, that was quite an exciting beginning factor in relations to the idea of producing both antiques, but additionally something that is actually a brand-new base.” Possessing styles posture on scaffold was actually arbitrary as it suggests many metaphors. There’s building, which associates with developing a brand-new brand, and the idea of assistance relates to her belief that clothes must work with you. Stel is, in essence, a sort of mobile offering, yet not one along with the angularity of something like Legos or even stacked Mu00e6rsk freight containers.
Motion, company, and empowerment are part of Andersen’s planning. “When I talk about the brand name, I have this tagline: adapting that you can glide in, denim you can easily dance in, shirting you may journey in.” Independence, happiness, motion.