Maxi and micro bags have been trending lately, but there’s one timeless size that trumps all: the “just-so” shoulder bag. As the name suggests, shapes that are neither enormous nor teeny-tiny have been a firm favourite among It-girls and influencers. Big enough to store daily necessities – making them perfect for a transition from day to night – but slight enough to not become cumbersome, just-so bags are the ultimate 2021 companion.
Staud is the brand behind the retro styles Bella Hadid, Sophie Turner, the Jenner sisters et al have been carrying of late. Founded by Sarah Staudinger (the label is a shortening of her surname) and her partner George Augusto in 2015, Staud has since become a port-of-call for nostalgic accessories. You may remember its moon bags doing the rounds in 2019: the curvaceous silhouette quickly gained a cult following. Kendall Jenner became the poster girl of the moon bag movement when she carried Staud’s sculptural tan style.
Come 2021 and it’s Staud’s vintage-inspired bags that have been the bestsellers. The angular “Tommy” – available in jazzy finishes and colourways including beaded zebra, embroidered rodeo swirls and buzzy denim florals – has been particularly popular.
Staunch Staud fan Turner – who owns a healthy supply of its footwear, too – is partial to the “Ollie” bag (she owns at least two in white and frog green.) Similar to its Tommy counterpart, it boasts a small shape that can be tucked under the shoulder. Unlike the Tommy, however, it features a slight curved body with an artsy buckle on the strap. Recently, Turner has leant towards the baby blue “Enzo” bag that was added to the Staud family for spring/summer 2021. The Enzo is a slouchier shape, with a more capacious main sac.
Hailey Bieber is another Staud follower. She’s been seen with the #Gorpcore-esque drawstring nylon “Felix” bag and the elegant croc-embossed “Frida” tote tucked under her arm. Bella, too, is a “Felix” fan – she owns the ruched lamb version in white leather. Hadid has also been spied with the tan “Kaia” purse that – as a recent Instagram story suggested – is painted with an image of a horse (that might, in fact, be hers.)
Staud bags have made an appearance on cult TV, too. Lily Collins’s marmite on-screen lead character in Emily in Paris was spied with a minty “Bissett” bucket bag in tow. Time will tell if the second series will feature another Staud cameo.
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