When I first interviewed at Who What Wear to be an intern, our now editorial director and editor-at-large, Lauren Eggertsen and Nicole Akhtarzad Eshaghpour had asked me what my favorite brands were at the time. I began to list a few brands all over the high-and-low spectrum and of course, Los Angeles label Staud was one of them. The brand was only a few years old at the time, but since then, it’s grown a cult following that includes some of the biggest names in the industry. The love hasn’t stopped, and even in 2023, it seems that everyone wants a piece of the cheerful and optimistic aesthetic that Staud is championing.
In an interview with The New York Times, founder Sarah Staudinger explained that one of the goals of her eponymous label was to create luxury-logo-less handbags for the “cool young” person that couldn’t afford ones by Celine, The Row, Loewe, and Bottega Veneta. With my first big paycheck, the brand’s Tommy bag was my first designer purchase. I carried it around with accomplishment and joy, reveling in its quality and craftsmanship. And now considering the fact that the very same beaded style has taken up viral status on TikTok, I’d like to think her original mission has been accomplished.
I’ve seen dozens of videos of users showing their Staud Tommy purchases, showing which patterns they love, and infusing the bag into their everyday wardrobe. While it certainly is a “statement” piece, don’t underestimate the bag’s wearability. To prove it to you, I put together six looks featuring the viral bag so you could easily visualize it in your own wardrobe. Keep scrolling for more.