I think the clothes are cute, but they really missed an opportunity to hammer the concept home by dressing anyone other than a 6 ft tall, ultra-thin woman. Brands that still do this, especially in the activewear space, feel so out of touch and obvious, I can’t imagine anyone will be throwing them a parade for coming up with another white tennis dress. Would love to see someone do it better!
True! While I love the concept and messaging, the campaign falls a bit flat likely for this reason (and for not featuring influential people, for better or worse). The tennis dress isn't my style but I do think it's thoughtfully designed compared to some others I've seen. That said I believe we will see someone do it better soon 🤞
I love the concept. That said, I went to a STAUD sample sale somewhat recently, and the clothes just looked terrible. Sad bc some of the pieces are so cute, but I feel like they're not well-made and nearly everything has synthetic fabrics :(
You're so right, I forgot about that. I assume it's quite challenging to build a profitable mid-priced fashion business with natural/quality materials, I wonder just how challenging. I wish I could tag my friend Tracy of Long Weekend for her perspective but Substack won't let you tag people in comments. Guess this is my push to start a subscriber chat!
Would love a subscriber chat! And I’m sure you’re right that it’s challenging for these fashion brands. I’d be so curious to hear from a few of the same-ish size about how they make the financials work and deploy resources. I say that because STAUD appears to have a large marketing budget, but their clothes aren’t the highest quality. It’s all about trade-offs and I wonder how others make resource decisions based on what they prioritize.
Life is Sport is so Doing Things coded but I am shocked no one has messaged it so succinctly before. Based on the conversations I am having there is definitely some desire for the idea of “motherhood as sport” - which is to say actually showing mothers engaging with sport and life. They definitely missed that opportunity here.
Right? The best taglines feel so obvious in retrospect. Agree, I think there’s an opportunity for an existing or new brand to own it. Love your work btw!
Reminds me of the “life is a beautiful sport” campaign by Lacoste! Beautiful work, and fits the Lacoste brand. Curious if STAUD can be the brand to own this
I do feel like there are SEVERAL brands in the same category that offer an all-around better value prop: more inclusive marketing/seeding (which @Ali LaBelle already brought up), more robust world-building, and better fabric/construction quality. I don’t see a long-term growth trajectory for them
I don’t love the campaign, but I do love the concept. The Pucci x Bala collab is so fun and a perfect gift for fashion ppl who love their hot girl walks.
The Peak Anorak is BRILLIANT— and some of the dresses are divine. Do think this campaign would have really popped if each tagline was capture in short video format instead of or in addition to the still imagery. So much about sport (or even the ironic pov like Pasta is Sport… which I oddly agree) is about movement… so feels a bit disconnected.
love this perspective
I think the clothes are cute, but they really missed an opportunity to hammer the concept home by dressing anyone other than a 6 ft tall, ultra-thin woman. Brands that still do this, especially in the activewear space, feel so out of touch and obvious, I can’t imagine anyone will be throwing them a parade for coming up with another white tennis dress. Would love to see someone do it better!
True! While I love the concept and messaging, the campaign falls a bit flat likely for this reason (and for not featuring influential people, for better or worse). The tennis dress isn't my style but I do think it's thoughtfully designed compared to some others I've seen. That said I believe we will see someone do it better soon 🤞
I love the concept. That said, I went to a STAUD sample sale somewhat recently, and the clothes just looked terrible. Sad bc some of the pieces are so cute, but I feel like they're not well-made and nearly everything has synthetic fabrics :(
So true. You’d think if they have a lot of marketing dollars they would’ve spent it on more impactful casting…stay tuned re: chat!
You're so right, I forgot about that. I assume it's quite challenging to build a profitable mid-priced fashion business with natural/quality materials, I wonder just how challenging. I wish I could tag my friend Tracy of Long Weekend for her perspective but Substack won't let you tag people in comments. Guess this is my push to start a subscriber chat!
Would love a subscriber chat! And I’m sure you’re right that it’s challenging for these fashion brands. I’d be so curious to hear from a few of the same-ish size about how they make the financials work and deploy resources. I say that because STAUD appears to have a large marketing budget, but their clothes aren’t the highest quality. It’s all about trade-offs and I wonder how others make resource decisions based on what they prioritize.
Life is Sport is so Doing Things coded but I am shocked no one has messaged it so succinctly before. Based on the conversations I am having there is definitely some desire for the idea of “motherhood as sport” - which is to say actually showing mothers engaging with sport and life. They definitely missed that opportunity here.
Right? The best taglines feel so obvious in retrospect. Agree, I think there’s an opportunity for an existing or new brand to own it. Love your work btw!
That means a lot! likewise
Reminds me of the “life is a beautiful sport” campaign by Lacoste! Beautiful work, and fits the Lacoste brand. Curious if STAUD can be the brand to own this
https://youtu.be/p9i8aRikIDU?si=9dYDXjqyivIReusv
I do feel like there are SEVERAL brands in the same category that offer an all-around better value prop: more inclusive marketing/seeding (which @Ali LaBelle already brought up), more robust world-building, and better fabric/construction quality. I don’t see a long-term growth trajectory for them
I don’t love the campaign, but I do love the concept. The Pucci x Bala collab is so fun and a perfect gift for fashion ppl who love their hot girl walks.
check out BDlab Sportswear by bettydesigns.com
The Peak Anorak is BRILLIANT— and some of the dresses are divine. Do think this campaign would have really popped if each tagline was capture in short video format instead of or in addition to the still imagery. So much about sport (or even the ironic pov like Pasta is Sport… which I oddly agree) is about movement… so feels a bit disconnected.
I know I might need. Great point! Movement and more impactful casting would’ve done wonders for this campaign.
Agree… hope more creative comes from this collection! So much sauce to play with 💪 Do love the ironic taglines oh so much though 🩷