.At the launch of Astrid Andersen’s new line Stel, a presentation held outside on a boat dock, The Road’s 2002 track “Transform the Webpage” was blowing up out of the sound system. It was actually a star-aligned, symbolic instant, since the London-trained developer is starting a new chapter in her style lifestyle, this time around centering the job around herself.Andersen’s a lot admired name menswear brand was actually focused, vivid, and also streetwise. With Stel, she clarified in a pre-show job interview, “I need to rest easily at the facility of it probably even more this time around due to the fact that right now it’s a women’s wear company, as well as it is actually more about me as well as my private recommendations.” Stel likewise shows Andersen’s evolution as an individual.
After stopping her pipe, the professional moved back home to Jutland in the North of Denmark and also possessed pair of children. She’s not the individual she was back then.Shifting gears in fashion is hard to accomplish. Brands appear to handle lives of their very own, as well as it’s simple to be pigeon-holed.
Stel drop a number of fashion’s conventions. The tag will present in-season, so what exists will definitely be accessible for purchase. Simultaneously, seasonality is lesser in the Stel equation than significance.
Selections will certainly be recognized through variety (01, 02, and 03 were actually displayed in Copenhagen), the idea being actually that you can easily come together items across “seasons” both in your closet and also on the selling floor. Andersen finds no necessity for a garment to become abandoned just because the calendar pages flip. “The direct translation of stel is actually body,” she mentioned, however it [recommends even more to] a foundational design in a sort of industrial way it [also explains] a collection of collectibles– when you discuss a tea set, you would name it a stel.
For me, that was quite an exciting starting factor in relations to the concept of producing both valuables, yet likewise one thing that’s a new foundation.” Possessing models posture on scaffold was fortuitous as it advises numerous metaphors. There is actually building, which associates with building a brand new company, and also the idea of help relates to her idea that garments must help you. Stel is actually, essentially, a sort of modular offering, but none with the angularity of something like Legos or even piled Mu00e6rsk freight containers.
Activity, company, and permission are part of Andersen’s strategy. “When I talk about the label, I have this tagline: adapting that you may roller skate in, denim you can dance in, shirting you may journey in.” Liberty, happiness, movement.