There's a new fashion and lifestyle brand on the block: STEL, Astrid Andersen’s new chapter following an 11-year stint at her namesake label, where she wove the sensuality of womenswear into traditionally masculine sportswear silhouettes.
When we heard about STEL's launch we headed to the east London studio where Astrid and long-time friend A$AP Nast were partaking in a CPHFW styling session. This session was part of the planning process and prep for the forthcoming Collection 1 Presentation that will be unveiled this week during Copenhagen Fashion Week, which will be styled by Nast. The session would not have been complete without another friend and collaborator, Ciesay, documenting the process.
Despite being shot in an industrial studio, the warmth of friendship and a family-like sense of belonging filled the space. Soundtracked by Y2K Kanye, Outkast and a banger-filled '00s hip-hop playlist, London fashion heavyweights, including Anna Trevelyan, floated around the set, offering her congratulations to Astrid. She was later snapped herself by Ciesay, who was chatting between looks. Nast rocked up straight from the airport, surviving on a diet of espressos, pushups, and a love of the collection to keep him awake.
This type of collaboration isn’t something born overnight. Nast and Ciesay have long been supporters of Astrid and her work. The ten-year-deep relationship has meant that they work with a shorthand between them, there is no need for huge discussions or the need to explain their decision-making to one another, they trust, and get each other. For the launch of STEL, the community that Astrid has built since her early days showing in London will be out in full force, alongside Nast and Ciesay a who’s who of London fashion have been cheering on and helping Astrid realise her vision.
To launch STEL Astrid has partnered with Danish entrepreneur Anders Freund, a decision that will see the craft-empowered offering use an inclusive design language that speaks to a worldwide audience. Timeless, thought-out, high-quality pieces made with luxury fabrics but at a price point with the customer in mind.
If you're wondering what to expect, fresh takes on denim, outerwear, and tailoring, all with thoughtful details and finishes. In this collection, you can see Astrid’s training and expertise in precision tailoring, creating pieces that are beautiful in both their form and function. Part of what made Astrid Andersen's label so good was its understanding of the shopper, designing clothing rooted in comfort. This is exactly what has gone into the curated capsule of the real every day: "tailoring you can skate in, denim you can dance in, and shirting you can travel in."
This comfort-centric approach is centred around intuitive design and proportions, where ties are adjustable, side seams are open, and tailored trousers are finished with an adjustable waistband. Andersen described the partnership with Freund as a "shared belief system" that has "enabled them to build a fresh and authentic Scandinavian wardrobe brand as part of a long-term commitment and journey with our customer."
This journey will begin at Copenhagen Fashion Week, where STEL will present at "The Krane," a former industrial coal crane in a Copenhagen harbour turned luxury retreat.
STEL will focus on its retail presence in key territories like the UK and Scandinavia. The brand's "Collection 01" will be available using a "see now, buy now" format, retailing after the show at Copenhagen multi-brand retailer Storm.
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