.At the launch of Astrid Andersen’s brand new line Stel, a presentation held outside on a boat dock, The Road’s 2002 tune “Transform the Page” was actually blowing up out of the stereo. It was a star-aligned, emblematic second, given that the London-trained professional is beginning a brand-new phase in her fashion trend life, this moment focusing the job around herself.Andersen’s a lot appreciated name menswear company was actually centered, vibrant, as well as streetwise. Along with Stel, she described in a pre-show job interview, “I must rest easily at the facility of it possibly even more this time considering that now it’s a ladies’s wear brand name, and it is actually more concerning me and my individual referrals.” Stel also shows Andersen’s evolution as a person.
After quiting her line, the professional returned home to Jutland in the North of Denmark and had 2 kids. She is actually certainly not the individual she was back then.Shifting equipments in fashion is actually difficult to carry out. Brands seem to handle lives of their very own, and it’s effortless to be pigeon-holed.
Stel breaks with a few of fashion trend’s conventions. The label will definitely show in-season, so what exists will certainly be available for purchase. All at once, seasonality is lesser in the Stel equation than significance.
Selections will certainly be determined by number (01, 02, and 03 were actually displayed in Copenhagen), the principle being actually that you may intermingle pieces around “times” both in your wardrobe as well as on the selling floor. Andersen sees no requirement for a garment to be left just because the schedule web pages turn. “The straight interpretation of stel is body,” she mentioned, yet it [recommends more to] a fundamental construct in a form of industrial technique it [likewise defines] a set of antiques– when you speak about a tea set, you would call it a stel.
For me, that was rather an exciting beginning point in regards to the idea of making both antiques, but also one thing that is actually a brand new groundwork.” Possessing models present on scaffolding was actually fortuitous as it recommends numerous allegories. There is actually development, which associates with creating a brand-new brand, and the notion of support relates to her opinion that clothes ought to work for you. Stel is, in essence, a kind of modular offering, yet not one with the angularity of one thing like Legos or even stacked Mu00e6rsk shipping containers.
Movement, firm, and also empowerment become part of Andersen’s planning. “When I discuss the brand name, I have this tagline: adapting that you can easily roller skate in, denim you may dance in, shirting you can take a trip in.” Liberty, joy, motion.