.At the launch of Astrid Andersen’s brand new line Stel, a presentation stored outside on a boat dock, The Street’s 2002 track “Switch the Web page” was actually blowing up out of the stereo. It was actually a star-aligned, symbolic instant, considering that the London-trained designer is actually beginning a brand new section in her fashion life, this moment centering the work around herself.Andersen’s a lot appreciated namesake menswear label was concentrated, multicolored, and streetwise. With Stel, she explained in a pre-show meeting, “I must rest comfortably at the center of it perhaps even more this time around since today it’s a women’s damage brand, as well as it is in fact even more about me as well as my private references.” Stel also reflects Andersen’s development as a person.
After stopping her line, the professional moved back home to Jutland in the North of Denmark and also possessed two youngsters. She is actually not the person she was actually back then.Shifting gears in fashion is hard to accomplish. Brands seem to take on lifestyles of their own, as well as it is actually effortless to be pigeon-holed.
Stel brake with some of fashion’s formalities. The tag is going to reveal in-season, so what appears will definitely be actually accessible for investment. All at once, seasonality is lesser in the Stel formula than relevance.
Assortments are going to be recognized by amount (01, 02, and also 03 were actually shown in Copenhagen), the principle being actually that you can come together pieces across “times” both in your closet and on the selling flooring. Andersen finds no demand for a well thought-out garment to become deserted just because the calendar web pages turn. “The straight interpretation of stel is body,” she mentioned, however it [recommends more to] a fundamental construct in a sort of industrial method it [likewise illustrates] a collection of antiques– when you refer to a tea set, you would name it a stel.
For me, that was quite an exciting beginning point in relations to the concept of producing both valuables, yet likewise something that is actually a new groundwork.” Possessing styles present on scaffolding was fortuitous as it proposes several metaphors. There is actually construction, which connects to creating a brand new label, and the concept of support connects to her belief that clothing ought to work for you. Stel is, basically, a sort of mobile offering, however none with the angularity of one thing like Legos or piled Mu00e6rsk freight containers.
Activity, agency, and also permission are part of Andersen’s strategy. “When I speak about the brand name, I possess this tagline: modifying that you can easily skate in, denim you can dance in, shirting you may take a trip in.” Independence, pleasure, activity.